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Nissan AMIEO

Defy The Limits

Agency: TBWA/Nissan United

Description

This September, the Nissan Qashqai makes its grand return in a new European campaign, "Defy The Limits," where the iconic crossover once again outsmarts the city.

Known for being the very first crossover in the automotive industry, Nissan is revealing from a new angle the bold new design of its urban crossover – Nissan Qashqai.

To embody the new brand platform "Defy Ordinary," Nissan and its agency TBWA/Nissan United illustrate its legendary model through a 360 creative campaign defying the laws of physics and urban driving.

Once navigating the city with ease through the metaphor of a skateboard, the model is back in a new campaign that reaffirms its ability to thrive in an increasingly restrictive urban environment thanks to its bold design, unique e-POWER technology, and advanced connectivity.

The film "Defy the Limits" showcases the new Nissan Qashqai through an urban ascent in a setting as spectacular as it is dizzying. Produced by Birth Production and directed by Daniel Askill, an award-winning Australian filmmaker recognized for his advertising and music video work (with SIA and Lady Gaga). Philippe Rachel, co-ECD at Nissan United, explains that "Beyond being spectacular, this film is a post-production marvel that seamlessly combines 3D and live-action shots. The director, the agency, and BIRTH Productions were all committed to capturing every car, set, and lighting shot in real life. The Mill Paris then did an incredible job of editing these elements to create such a unique look. »

Produced by Else Son, the film will be accompanied by an unexpected remix of the EuroDance hit "No limit" by the group 2 Unlimited, expressing this exponential rise through a crescendo while adding a quirky and disruptive symbolism in line with the "Defy Ordinary" platform.

Furthermore, ‘Defy the Limits’ idea has been activated by its local agency network to create a spectacular burst of creativity, transforming European cityscapes into an exciting and extraordinary playground for the launch of the new Qashqai. The campaign activations include striking Fake OOH in the UK, Benelux, and other major cities across Europe, as well as breathtaking stunts including Guinness World Record in France and high-impact OOH displays on iconic European buildings. Inspired by the latest media and social trends, these activations will deliver impactful content and groundbreaking media placements, making this launch an unforgettable momentum for Nissan.

“With creative teams in every market where Nissan operates, we collaborated closely with each one to produce highly relevant and valuable assets. It’s a great way of working”, explains Carl Härborg co-ECD at Nissan United. This synergy has ensured that the campaign resonates with audiences both globally and locally, making the "Defy Ordinary" platform a true embodiment of Nissan's innovative spirit.

In addition, Recom has produced key visuals for billboards, press, and digital assets that will enhance the campaign and maintain continuity with the film.

The arrival of the new Nissan Qashqai is crucial for the brand and the culmination of the "Defy Ordinary" brand platform. The Nissan United agency has successfully embodied the spirit of the Qashqai through a 360° campaign defying the laws of gravity and pushing the limits of creativity for this launch.

This professional campaign titled 'Defy The Limits' was published in Multinational Europe in September, 2024. It was created for the brand: Nissan AMIEO, by ad agency: TBWA/Nissan United. This 360° medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 2 months ago.

Credits

Client : Nissan AMIEO
Product : New Nissan Qashqai
Nissan : Coralie Musy, Anne-Flore Betbeder, Matthieu Richer
Agency : Nissan United:
President : Ewan Veitch
ECDs : Phillipe Rachel, Carl Harborg
Creation : Jocelyn Berthat, Pierre Regnier, Darren Rosenberg, Clément Phillipard, Ana Zabraniecki, Lise Huvelin.
Account Management : Stéphane Boutier, Judith Romero, Baptiste Blanchard, Amandine Brugier
Planning : Tito Favino, Jeremy Masselis, Alice Gras
Media : Stephane Hue, Anouar Zaiane, Antonin Jorneau, Thomas Loiseau, Le-Chau-An Nguyen

Creative Producer : Anne-Claire Girard
Agency Post Production Manager : Cécile Talmon
Music Else Son : Olivier Lefebvre, Ferdinand Huet, Thomas Jacquet, Ambroise Cabry, Marion Le Guluche
Production House: Birth
Director : Daniel Askill
Executive producer: Arthur Emorine
Production director : Laragh Stewart
Post producer Birth : Romain Gingembre
DOP : Philippe Le sourd
Color grader : Arthur Paux
Post Production company : The Mill
Print Producer : Feriel Simon, Claire Sougy
Print studio : Recom

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