Cannes Lions

QASHQAI

TBWA\G1, Paris / NISSAN / 2010

Film
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Overview

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Credits

Overview

Description

We are launching the fourth episode of the Nissan ‘Urbanproof’ saga, supporting the reveal of the new Nissan QASHQAI.

The compact Crossover went through an extensive facelift in March 2010, cementing its class-leading position in Europe, despite fierce competition.In « Artistic Paintball » the new Nissan Qashqai challenges the city, its playground, to an enormous paintball fight. A mixture of war and art where the Qashqai performs a series of flips and stunts. In this new episode, our hero no longer copes with the city but actively takes control of its favourite 'battlefield', becoming the master of ‘Urbanproof’.

Execution

TV, print, retail and web assets were developed centrally and expanded across 25 European markets. The local agencies exploded the idea with guerrilla and experiential. The success of the campaign is demonstrated in the quantity and quality of local implementation around the central idea. Agencies across different specialties usually have trouble working from a central idea and demonstrating its breadth. This is not the case with “Urbanproof. Mastered.” Car dealers, PR agencies and event agencies were able to exploit the theme amongst different audiences: urbanites, designers, car enthusiasts and car journalists.

Outcome

It’s pretty early to say how successful this campaign will be. So far, more than 5,000 people have become fans of Prove It Facebook page, 3,059 designers entered the Designboom competition and competitors directly refer to Qashqai as their benchmark for success.According to Jean-Pierre Diernaz, Marketing Communication General Manager of Nissan Europe, this campaign not only maintains a strong equity – built around the tough and stylish attributes of the car – but brings it a whole new level. After showcasing Qashqai in epic urban confrontations – Skateboard, Play with the City, Gangs -, a fresh and daring performance have been designed : Artistic Paintball.

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