Creative production company Stoked has won one of the five Grands Prix and a Gold in the Integrated category at the Loeries 2017 for its work on Camel Power. The win comes following success earlier in the year at Cannes Lions where the spot won a Silver Lion in the Media category.
Camel Power saw TBWA\RAAD Dubai partner with Stoked to create a new unit of measurement for car performance in the desert for their clients Nissan Middle East. The project took almost two years, as a team of Nissan engineers and independent engineers researched what makes a vehicle well suited to perform in the desert. National Geographic took it on eventually and produced a documentary.
Stoked was involved from early on in the creative process and worked closely with Nissan and TBWA on the research and development for the project; sourcing the engineers, developing the testing process and liaising with all parties involved.
“The idea from the creative team at TBWA\RAAD is genius, it's so obvious and accessible and yet hasn’t been explored. We were excited right away about the concept and the premises it bears. From there, it has been a long journey of almost two years of research and testing,” explains Charbel Aouad, Executive Producer at Stoked. “It was a real logistical challenge to find the right location to test and create the new measurement, but our early involvement meant we were able to provide insight to the creative process from start to finish. This project was specifically of interest for us as we expand our operations from only shooting commercials and content to being a solution production house that takes on any raw idea and sees it through from inception to completion."
Commenting on the development of the measurement, Joseph El Hachem, Desert Camel Power Unit engineer, says: "Basically, we found that it all comes down to the interplay between the vehicle's weight, its velocity and its trajectory. Other factors including manoeuvrability, engine torque and, of course, the skill of the driver do come into play and cannot be discounted. However, if we standardise a vehicle's approach speed and trajectory in a given environment, we can time how quickly it travels a set distance and subsequently factor in its weight to work out its Desert Camel Power."
The final formula amounted to: CP = velocity x weight x sin (trajectory)
The scientific paper resulting from this collaboration and the formula itself have been presented to ESMA (Emirates Authority for Standardization and Metrology), which has been highly receptive to the idea of this entirely new unit of measurement. ESMA is fully on board to undertake the requisite testing which will help to standardise the new unit, first on a regional and eventually on a global basis.