Nissan Nissan AMIEO

X-Trail Mountain Rescue

Agency: TBWA\NissanUnited


This winter, TBWA\NissanUnited are thrilled to present the "Ride Responsibly" campaign and showcase Nissan’s commitment to creating meaningful societal change through innovative technologies. To promote the Nissan X-Trail Mountain Rescue prototype, powered by e-4ORCE All-Wheel-Drive technology, TBWA\NissanUnited created a 2-minute film, activation and supporting campaign.

We kicked off with a compelling film starring a mountain rescue team swiftly responding to aid a daring skier. In a surprising twist, the film reveals that the rescue team is not racing to save a skier, but to install a speed monitoring sign that encourages those on the slopes ‘SLOW DOWN’. A thought-provoking tagline concludes: "The best way to use a rescue vehicle, is making sure you never need to".

And that’s exactly what we did by installing several speed monitoring signs across one of Europe’s highest ski resorts in a world-first. With an onboard radar system adapted from Nissan’s Intelligent Safety features and a digital screen that displays reactive warning messages, we gave the familiar road sign a brand-new purpose – one that’s already coming to the rescue of thousands of skiers and snowboarders.

Making it all possible are the unique capabilities of the Nissan X-Trail Mountain Rescue, which enabled us to reach strategic sites that experience a lot of speed related accidents. This prototype is based on a modified X-Trail that includes snow tracks, higher ground clearance, a revamped interior with a full-length stretcher, sirens, winches and towing hooks.

In tandem with the film, a ski station billboard takeover across the Alps is promoting Nissan X-Trail e-4ORCE and reinforcing Nissan's dedication to technological innovation and social responsibility – whether it’s on the road or the slopes.

This professional campaign titled ' X-Trail Mountain Rescue' was published in France in February, 2024. It was created for the brands: Nissan and Nissan AMIEO, by ad agency: TBWA\NissanUnited. This Integrated medium campaign is related to the Automotive industry and contains 3 media assets. It was submitted about 2 months ago.


Agency – TBWA\NissanUnited

Ewan Veitch, President, Nissan United
Eduardo Crepaldi, Business lead, Nissan United
Harmonie Cifrian, Account Manager, Nissan United
Sarah Hoffman, Account Manager, Nissan United
Amandine Brugier, Account Executive, Nissan United
Tito Favino, Strategy Director, Nissan United
Aurore Caillouet, Associate Strategic Planner, Nissan United
Jeremy Masselis, Digital Planner Lead, Nissan United
Carl Harborg and Philippe Rachel, ECD, Nissan United
Darren Rosenberg, ACD, Copy Writer, Nissan United
Pierre Regnier, Artistic Director, Nissan United
Jocelyn Berthat, Artistic Director, Nissan United
Lise Huvelin, Artistic Director assistant, Nissan United
Antonin Journeau, Media Lead, Nissan United

Production/Post Production – WeCar
Xavi Cànovas, General Manager, Wecar & Driving Logistics
Aleix Perales, Executive Producer, Wecar
Natàlia Bertran, Producer, Wecar
Miquel Serratosa, Car handling & Brand experience, Wecar
Joan Farre, Car Handling & Brand Experience/Operations Manager, Driving Logistics,

Client – Nissan AMIEO
Coralie Musy, Brand & Customer Experience VP, Nissan AMIEO
Anne-Flore Betbeder, Brand/advertising/media Lead, Nissan AMIEO
Matthieu Richer, Section Manager, Nissan AMIEO


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