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PARIS – January 15, 2014 – Returning to revolutionize the market segment it created, the all-new Nissan Qashqai consistently delivers crossover innovation. Bringing pioneering crossover spirit to life, Nissan has launched a new pan-European integrated communication campaign with innovation and excitement at its core.
Innovation is in Nissan’s DNA, creating new consumer experiences for everyone, TBWA\G1 said in a press release. The original Nissan Qashqai became an overnight success when it was launched in 2007, daring to break the rules and challenge convention by combining the running costs and accessibility of a hatchback and the rugged appeal of an SUV.
This crossover spirit is retained and enhanced in the all-new Nissan Qashqai, which has been completely redesigned. A dynamic new design lends a more premium appearance, while the latest innovative technologies empower the driver: Nissan Safety Shield® enhances confidence and safety; Intelligent Park Assist makes parking effortless even in the tightest of spaces. Also, new NissanConnect, with a suite of in-vehicle apps, turns the Nissan Qashqai into an integrated part of your lifestyle, just like a smartphone, tablet or computer.
Gareth Dunsmore, Marketing Communications General Manager, Nissan Europe, commented, “At Nissan, we are dedicated to constantly innovating and improving our offers to consumers. Our mission is to deliver the most exciting and accessible innovation. The city has evolved – so did the needs of consumers. This is why we’re launching a new Nissan Qashqai that guides the driver in this evolving environment.”
The cornerstone of the new Qashqai’s communication campaign is the new “Fly by night” TV commercial, directed by the famous “Tron” and “Oblivion” director, Joseph Kosinski. It compares the experience of driving a Nissan Qashqai to a thrilling zip-wire journey, during which the driver has the perfect tool for going deeper into the city. It uses the hit track “Right Here, Right Now” by Fatboy Slim to push the energy and attitude of the car, while the more classical samples on top provide elegance and allow the car and the hero to move with great ease and confidence.
An integrated campaign to drive sales
In keeping with Nissan’s new brand communication strategy, the campaign (created by Nissan Europe and TBWA\G1) focuses on the confidence, innovation and excitement the all-new Nissan Qashqai delivers in the urban environment.
The TV commercial is accompanied by outdoor and print media that portray the different facets of the campaign’s tagline: The Ultimate Urban Experience.
Rudi Anggono, Executive Creative Director, TBWA\G1, commented about the TVC: “In a simple and powerful metaphor of a man zip-wiring from his office late at night into the city, we capture the excitement of driving the Qashqai.”
The outdoor media showcases the car standing over the city at night. The print highlights how Nissan technologies make driving the all-new Qashqai the Ultimate Urban Experience.
Ewan Veitch, President, TBWA\G1, added: “Since launching the Nissan Qashqai, many other brands have also entered the same space. We want to send a clear message that the Nissan Qashqai is back. It’s now better than ever and the most exciting crossover there is. We want consumers to feel this from the campaign.”
The city has always been at the heart of the Nissan Qashqai’s DNA and communication territory. Nissan Qashqai owns the city playground, which has been enhanced with a strong creative twist in all communication chapters over the last six years, such as “Skateboard,” “Play with the City,” “Paintball” and “Stylish Impact.”
A new chapter is starting with the return of the icon, the next-generation Nissan Qashqai. The city has evolved. It’s less predictable, with pop-up culture prevalent and consumers increasingly connected using technology to enrich their experience.
Credits
Project: NISSAN Qashqai “Fly by night”
Clients: Gareth Dunsmore, Ignasi Pietro Cardona, Gaëlle Devitry, Elena Karpenko.
Agencies: TBWA\G1, TBWA Paris, Else.
Creative Director: Rudi Anggono
ACD: Carina Wachsmann, David Chalu
Creative team: Cecilia Astengo & Emilio Pastore
Account Management: Ewan Veitch, Celina Eude, Aurélie Crespo, Chloé Cerdan, Gaëlle Guillou.
TV
Head of TV production: Maxime Boiron
TV Producer + post-producer: Ghislaine Byramjee
Production: ICONOCLAST
Director: Joseph Kosinski
Director of photography: Kasper Tuxen
Producer: Jean Duhamel
Executive Producer : ICONOCLAST US
Line Producers: Annabelle Rosier, Laragh Stewart, Julien Lemaître
Post-producer / coordinator: Ema Soupa
Editing: UNION EDITORIAL
Editor: James Haywood
Post Production VFX: DIGITAL DOMAIN
Crew VFX: Eric Barba -VFX Supervisor
Scott Gemmell -Head of Production
Rachel Margolis Mariscal -VFX Producer
Greg Teegarden -CG Supervisor
Rick Glenn -Animation Lead
Dan Akers -Compositing Lead
Jesse James Chisholm -On Set Integration
Brian Creasey -Modeling
Anthony Ramirez -Lighting/Generalist
Daisuke Nagae -Lighting/Generalist
Adrian Diamond -Technical Director
Nitant Karnik -Compositor
Hilery Johnson Copeland -Roto/Paint Artist
Joe Silva -Roto/Paint Artist
Zach Mandt -Matte Painting
Som Shankar -Tracking
Sophia Coronado -Tracking
Sound
Production: ELSE
Sound Director: Benoit Dunaigre
Sound Design: Kouz Production
Band: Fat Boy Slim
Track/Title: Right here, right now
Composers: Cook, Peters & Walsh
Publisher: Universal Music
Print/OOH
Creative Director: Rudi Anggono
Creative Teams: Carina Wachsmann, David Chalu
Cecilia Astengo & Emilio Pastore
Art Buyer: Julie Champin
Studio: Recom / Mécanique Générale
