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LOS ANGELES Omnicom Group’s TBWA\Chiat\Day has converted its ongoing Nissan sponsorship of the Los Angeles County and Huntington Beach lifeguards into signs posted on the lifeguard stands on every beach throughout the summer, said the agency’s associate creative director and copywriter.
The idea of comic-book-style “splash pages” arose from discussions with the lifeguards, recalled Mike Yagi at the Playa del Rey, Calif., agency. “Out of our partnership, we talked to them about their real-life crises,” said Yagi.
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