Cannes Lions

NISSAN

LEW'LARA\TBWA, Sao Paulo / NISSAN / 2009

Awards:

1 Gold Cannes Lions
Presentation Image

Overview

Entries

Credits

Overview

Execution

For the first time in its history, O Estado de Sao Paulo ran a blank front page. It invited readers to shift and come up with their own front-page stories.

On the newspaper’s website, they could write their headlines and upload their photos.

The next Sunday, every subscriber was front page news. On their doorstep, they got their paper with the cover they had made themselves.

Outcome

We had the largest response for a newspaper promotion in Brazilian history, even among those that give away cars and TV sets.We doubled Brand Familiarity.Nissan made it to the front page two Sundays in a row. Also that day, thousands won the lottery, went on honeymoon, families got together again, children won olympic medals.People showed it to friends and family and will keep it with them for years to come.

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