2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

Launching a new car during a Pandemic is tough, we needed to create a memorable and tangible experience for our customers, in a time where physical touch was limited, if not impossible. Inspired by our outer-space themed launch film, we created limited edition Nissan key chains made with actual meteorites from outer space, fashioned by talented jewelry designers from the region, so our customers got to own an actual piece of outer space. This reinforced the advanced design and technology credentials of the X-Terra and gave our customers a chance to tangibly experience something ‘out of this world’.

Cultural / Context information for the jury

In December 2020 with the Pandemic raging, Nissan launched the New X-Terra, a class leading SUV with ‘technology meets innovation’ positioning. But with most people concerned about rising virus numbers, we needed a big idea for our audience to take notice. We had created a film, set on Mars, where the X-Terra was the hero, being driven by a young family. This reinforced the out-of-the-ordinary positioning of the X-Terra - a car that was literally out of this world. Nevertheless, we were not content at stopping with a film, and we wanted to bring to life the ‘technology meets innovation’ positioning in a memorable way and demonstrate how truly ‘out of this world’ the X-Terra was. In a time of doom and gloom, we wanted to offer our customers a unique experience and make them feel special by owning an X-Terra.