CANNES, France – At the recent Cannes Lions International Festival of Creativity in France, Nissan's innovative ad campaign for Kicks won three Lion trophies. The campaign won two Silver Lion trophies in the Technology and Outdoor categories, and a Bronze Lion trophy in the PR category.
The ad campaign aired on digital boards outside the field during the final matches of the State of São Paulo Premier League 2018. Strategically mounted cameras in the stadium tracked the position of the ball during play and sent that data in real time to LED panels near the field; with this information, a digitally animated Nissan Kicks followed the ball. During the game – with millions of people watching in the stands and on TV – the Nissan Kicks followed play and remained in clear view of everyone watching the game. It was the first-ever billboard with Moving Object Detection technology.
"We used the same type of technology embedded in our cars to engage the audience in real time, to provide a unique experience in a ludic way," said Humberto Gomez, marketing director at Nissan Brazil. "Innovation is in Nissan's genes. Everything we do – including ad campaigns like this one – is aimed at offering customers an exciting experience, as well as to contribute to a better society."
Like the Nissan Kicks – which is equipped with the Around-View Monitor coupled with the Smart Camera System and a comprehensive multimedia central offered by the Nissan Multi-App – the innovative ad campaign was created thanks to collaboration between Nissan and the Lew'Lara\TBWA agency.
The Cannes jury said that Nissan's campaign celebrated creativity in an outdoor environment, and it demonstrated engaging ideas by conveying a message to consumers amidst a brand experience. The jury of the PR category said that the creative use of brand awareness with innovative ideas enhanced the understanding between brands and its public.
Contact
Alexandre Carvalho
Product Communications Specialist
Nissan Brazil
+55 11 4504-3214
alexandre.carvalho@nissan.com.br
Ana Genaro
Corporate Communications
Nissan Brazil
+55 21 2134-9194
ana.genaro@nissan.com.br
Michael Figueredo
Corporate Communications
Nissan Brazil
+55 21 2134-9210
michael.figueredo@nissan.com.br
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