THE ART
OF THE PART

Nissan needed a clear, differentiated way to communicate the value of Nissan Genuine Parts to two audiences.
Everyday Nissan owners.
And trade customers in smash repair and service centres.
In a category full of low cost alternatives and aftermarket options, the goal was to encourage both groups to lean in, ask questions, and understand why Genuine Parts matter.

We anchored the work in a simple truth. Nissan has already done the hard work. Thousands of hours of testing, engineering and validation go into every part. That depth of assurance is something aftermarket products cannot replicate.

This insight led to a strategic position focused on confidence and trust. Genuine Parts are not just components. They are an extension of the vehicle itself.

We’ve done the work, so you don’t have to worry.
A platform built to work across retail and trade, designed to spark curiosity and set up clear reasons to choose Genuine.
It frames Nissan as the expert, the source of truth and the only provider with the full picture behind every part.

For the trade audience, the creative extends to a sharper message:
The real deal. The right fit. Every time.
A reminder that Nissan Genuine Parts are engineered to work as a complete system, delivering performance, safety and reliability that imitations cannot match.

The creative direction leans into clarity, confidence and simplicity. Assets were designed to create quick comprehension for retail customers and deeper assurance for trade professionals.

Retail work focuses on reassurance and peace of mind.

Trade work reinforces precision, fit and long term reliability.

Both ladder back to the core message: Genuine Parts give you complete confidence.