Cannes Lions

The Epic Farewell

LEW'LARA\TBWA, Sao Paulo / NISSAN / 2017

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Overview

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Credits

Overview

Description

We created "The Epic Farewell" action to promote the Nissan sport model GT-R. The automaker invited seniors who love driving to share their stories. Inside a Nissan GT-R, the fastest production-series car in the world, with 572 horsepower, the honored seniors had the chance to drive on a racetrack for the first and last time. The course on the track was full of surprises for the drivers, from the green starting light to the checkered flag. The last drive of their lives was the most exciting of all.

Execution

The campaign began with a teaser video on the brand's social networks, generating discussion on the subject. After this video, we launched a website that registered stories from people who identified with the campaign.

We selected four stories and invited those seniors to bid farewell to their driver's licenses at a racetrack by driving a Nissan GT-R.

Outcome

+15 MM reached people

25% organic reach

+ 37.000 shares

127.000 reactions:

107.000 like

14.000 love

604 haha

2.600 wow

1.000 sad

45 angry

Hundreds of stories submitted.

CPV: 3 views for each $0,01

(The record for Nissan Brasil)

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