TBWA get down and dirty with paint for Nissan, this print campaign is shot by photographer Vincent Dixon staging the car avoiding paintballs on the city streets. The online part of the campaign lets the audience to follow QASHQAI’s journey to Urbanproof on www.nissanurbanproof.com - and finally the commercial which was shot over a period of six days in Bangkok shows the car dodging paintbullets left and right. THere's a 90 second "making of" film here for you geeks who want the behind the scenes action.
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”.
the final commercial