This is such a simple idea it's ridiculous no one's come up with it before. We all know about horsepower. But in places like the UAE, camels would be more appropriate, no? After all, it's that four legged beast who transported the inhabitants of the Middle East for millennia. After all this time it took TBWA\RAAD and Nissan to come up with a new unit of measurement: Camel Power. In a long-form documentary, they experimented to create this new form of measurement, calculating first in watts, then dividing for camels. The entire documentary can be watched at

Client: Nissan Agency: TBWA\RAAD

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kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

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