TBWA is launching the fourth episode of the Nissan Urbanproof saga, supporting the reveal of the new Nissan QASHQAI. The compact Crossover undergoes an extensive update this March 2010, cementing its class-leading position in Europe. Jean-Pierre Diernaz, Marketing Communication General Manager, Nissan Europe commented: The Crossover category is a key area of focus for Nissan, with our long term aim to make QASHQAI a sustainable Crossover icon. Our challenge was thus, not only to maintain a strong equity (built around the tough & stylish attributes of the car), but to bring it to a whole new level. After showcasing QASHQAI in epic urban confrontations (Skateboard, Play with the city, Gangs), we have designed with TBWA a fresh and daring urban performance: Artistic Paintball. Ewan Veitch, European Managing Director, TBWA\G1, commented: We have seen many new players come into the Crossover space since we launched Qashqai 3 years ago. We wanted to create a campaign that kept us ahead of the competition while building on the success of the last 4 campaigns. This meant it had to be fresh, stylish and disruptive. It had to feel like a Qashqai campaign, but move things forward at the same time. Alasdhair McGregor, European Creative Director, TBWA\G1, commented: How do you build on and even do better than the original Qashqai Skateboard commercial? For a car that is tougher and better looking than the original model, we decided to move Urbanproof to the next level. In an enormous paintball fight in which the city attacks Qashqai with thousands of litres of paint. A mixture of war and art. Shot in Bangkok by Stylewar over 6 days, the paint you see is 80% real. After 4 days there was no more explosives to be found in Bangkok and we had to fly more in. The car looks great, the city looks better. More tough and more style is what we wanted to say about the car. Im sure the consumer will get the message. And enjoy it. This new campaign created and orchestrated by TBWA will be deployed as of mid-February through the following assets: - A Crossover saga teaser, building up the transition towards the new campaign and urging the audience to follow QASHQAIs journey to Urbanproof on www.nissanurbanproof. com. - A groundbreaking TVC filmed in Bangkok in December 2009 and created by TBWA\G1 and TBWA\Paris. Previous creatives have seen the QASHQAI treating the city as its playground with trademark back- flips and stunts. In this new episode, our hero no longer copes with the city but actively reshapes its favourite battlefield, now mastering its own Urbanproof discipline. The shoot took over six days to capture, involving a 230 people crew, with 80% shot in real time. - A print campaign shot by famous photographer Vincent Dixon staging the car avoiding paintballs on the city streets. - A print campaign targeted to Influencers, issued from the Think outside the Parking Box international design competition, which saw over 550 designs submitted, showcasing designers own interpretation of the future of urban parking. With the introduction, later in 2010, of QASHQAIs baby brother Juke, Nissan Crossovers legend will deliver additional milestones and grasp unprecedented momentum.
Project: Artistic Paintball Clients : Jean-Pierre Diernaz, Caroline M飨aﬠTimoth饠Gazeau Agencies: TBWA\G1, TBWA\PARIS Executive Creative directors: Alasdhair MacGregor - TBWA\G1 Eric Holden, R魩 No묠- TBWA\PARIS Copywriter: Thierry Buriez Art Director: Alexandre Henry TV Producer: Maxime Boiron Account management: Ewan Veitch, Guillaume Chupeau, C鬩na Eude Director: Stylewar Production company: Les T鬩cr顴eurs FX : Mathematics Audio Post Production: Else\