TBWA\Chiat\Day LA’s client Nissan, will be among the first companies and sole automaker to use Apple’s iAd mobile advertising network. Apple CEO Steve Jobs unveiled the iAd, which is supported on Apple’s newly introduced iOS 4 software platform at the company’s Worldwide Developers Conference.
Nissan’s mobile ad campaign will feature the Nissan LEAF and incorporate a sweepstakes through which consumers can register to win a Nissan LEAF. The LEAF is the first affordable, mass market, 100% electric, zero-emission vehicle to hit the market.
You can view the demo below:
For question and further information simply email Carisa Bianchi.
When Carlos Ghosn, Nissan President and CEO, unveiled the Nissan Leaf last year he heralded it as “the unveiling of a real-world car that has zero – not simply reduced — emissions. It’s the first step in what is sure to be an exciting journey — for people all over the world, for Nissan and for the industry.
It was a significant entry into the carbon emissions reduction arena with what was sure to have a major impact on the conversation. A conversation, which at that time lacked a common thread for people to follow and rally around.
The immediate opportunity for Nissan was to own the global conversation around mobility. Not simply from a new product standpoint, but from the standpoint of a new mobility lifestyle — a lifestyle preparing the world for a new kind of car.
The TBWA\Digital Arts Team, led by Colleen DeCourcy, was asked to cultivate this conversation and give it a place to live online. The teams generated thinking around celebrating zero emissions mobility, the coming of the electric vehicle revolution and how this can be a central part of a common journey to a sustainable future. In response, they created, ‘Journey to Zero.’
Under the watchful tutelage of Richard Saul Wurman, global thought leader, TED (Technology Entertainment Design) conference founder, author and the planet’s premier information architect, journeytozero.com became a platform for this ongoing conversation.
The Digital Artists started by partnering with Wade Davis, noted anthropologist, ethno-botanist, best-selling author and National Geographic Explorer documenting his conversations, observations and experiences at COP15 – the United Nations 2009 Climate Change Conference. Using the above, the team pushed content to consumers in real time starting a global conversation around change.
Constant Communications was the mechanic employed to reach consumers through social platforms like Facebook, Twitter, YouTube and Posterous, and on journeytozero.com. Almost immediately after starting the conversation, it grew in bounds. Not only did the program gain great momentum with the consumer audience, but zero emissions and green leaders and influencers also engaged in perpetuating and growing the conversation.
The initiative was not created to sell the Nissan LEAF directly; however, one can imagine that there will be a residual effect now that so many consumers were engaged in the program and have a new mindset around zero emissions and mobility. It is a journey Nissan initiated, and one that is so important to the future of mobility.
In the words of Wade Davis, “The very existence of alternative ways of thinking and doing are what will save us — hence being aware of diversity and new ways are what will drive the future of sustainability.”
Jean-Marie Dru is the Chairman of TBWA Worldwide He writes a memo to all his colleagues at TBWA every week. Sometimes, he shares them with us:
We have been talking about branded content for years. And also of brand content. In the first case, the brand participates in pre-existing editorial content, created by others. In the second case, the brand creates its own content.
We have recommended to numerous clients that they play an editorial role, to create content that wouldn’t otherwise have existed. For instance, consider the short Visa Winter Olympics films; or “Replay,” where Gatorade created a re-match between the Easton and Phillipsburg College football teams, 15 years later, with exactly the same players and the same referees. I am also thinking of all those great brand content initiatives from Nissan, Pedigree or Absolut.
The challenge is huge: our competitors are no longer just other brands, but all producers of content, be it TV or press, from journalists to scriptwriters. Our latest productions show that we can meet the challenge.
But often, the question of the legitimacy of brands creating content is raised. There is a preconceived notion that traditional media have more legitimacy than brands as providers of content.
Pascal Somarriba is the former advertising director of Benetton and Color’s magazine, sold for 5.50 euros, with a distribution of 350,000 copies. Here is what he thinks about this “legitimacy issue.”
“People believe that the media are by definition independent. As a consequence, this freedom would guarantee the quality of the content they create. This reasoning is not justified.
In fact, the media are profit-making businesses with commercial constraints that brands don’t have, because brands’ resources come from other activities. The desire to offer different brand experiences leads them to create qualitative content, and pushes them to invest in media projects which are financially inaccessible to traditional media. This is even truer for international companies, able to pay back their content on a worldwide scale.
And on top of it, media must be careful not to upset their reader base, their subscribers in particular, as well as their advertisers (there are numerous cases of advertisers boycotting media following an article or a TV report they didn’t like…).
Brands needn’t be restricted by editorial complexes. It is the level of their editorial ambition that will make the difference. The quality, creativity and innovation of what they do will give brand content the same credibility that the media have gained over time.”
In other words, there is no content that would “naturally” be of quality and for which we could say “in advance” that it is worth being consulted. It always comes back to the audience to judge the quality of the content. As such, brands and media are more and more on the same equal footing.
Maps of Barcelona, Brasília and Paris were redesigned using a laser cutting technique. The results were dozens of paper and acrylic displays that showed just the streets and avenues of each one of those cities. The whole thing was reinforced by a special illumination that shines the light in a way that the shadows of the maps were all over the walls.
“Besides showing the city in a new and different way for those who drive a Nissan car, these maps represent the care and accuracy Nissan takes in designing cars. The point of sale helped to enhance the association between high-end technology and Nissan.” says Felipe Luchi, Lew’Lara/TBWA’s Creative Director.
This is a campaign Lew’Lara/TBWA has created for Nissan Brasil. If you want to know more about it, send an e-mail to Felipe Luchi.
John Hunt is an award-winning playwright, author, and Worldwide Creative Director of TBWA. He presented his new book “The Art of the Idea” in a presidents lecture at the Berlin School of Creative Leadership. Prior the festive event he had a personal conversation with Michael Conrad. Join the insightful conversation.
(Part One)
(Part Two)
Hunt was born in Zambia and educated in England and South Africa, he was the Creative Founding Partner of TBWA Hunt Lascaris. TBWA Hunt Lascaris has now grown to be South Africa’s premier advertising agency – named Agency of the Year six times in the last seven years. In 1993 John was intimately involved in Nelson Mandela’s first ANC election campaign. Three years later, he joined the South African Advertising Hall of Fame – the first working creative to be so honored, and in 1997 he received the Financial Mail’s Long Term Achievement Award.
TBWA has been named by Adweek magazine as the “Global Advertising Agency Network of the Year” in both 2007 and again for 2009. Led by CEO (and Berlin School Board of Governors member) Jean-Marie Dru, the full-service agency has more than 250 offices in 77 countries. Some of its major clients include Adidas, Absolut Vodka, Apple, Henkel, Mars, Nissan, and Sony PlayStation.
This week saw the launch of a new site, created by TBWA\Digital Arts for Nissan, called www.journey-to-zero.com. The Journey to Zero supports zero emission mobility. By collaborating with leading architects, designers and artists to kick start the conversation on zero emissions, we hope to gain unique perspectives on the conversation about a cleaner future. Watch out for more information on Journey to Zero coming to mad-blog.com in the near future, and in the meantime check out the website, Facebook page, YouTube channel and Twitter feed.
As part of this new project, anthropologist and National Geographic’s explorer-at-large, Wade Davis, is in Copenhagen giving us his perspective on what is happening at COP 15. He is sharing his insights via video, text and tweets on his Journey to Zero blog, with the goal of helping people who have joined the Journey to Zero, understand what is happening at COP 15, in real time.
Jean-Marie Dru, the inventor of Disruption and Chairman TBWA\ Worldwide delivered today a speech at the TBWA Creative Academy at this years Golden Drum Festival in Portoroz (Slovenia). Here are some sound-bites for all of you who couldn’t attend:
“Disruption has been invented in the mid 80’s. So you could ask: is it still relevant in the current decade? And is it still effective in the middle of the digital revolution?”
“The answer is without any doubt YES, but I will make two observations:
In the last 15 years, the focus of the methodology has moved progressively from convention to vision. Adidas believes that impossible is not a fact, but an opinion. Visa encourages to go and do things, in spite of the tough environment we are in. Nissan explains that “everything they touch, they try to shift”. Pepsi revitalizes the Pepsi generation theme by reminding us that “every generation refreshes the world”. And Absolut makes us discover what would be a perfect world, the world of Absolut.”
“As a summary of this first point concerning Vision, I would say that in this turbulent world, the role of Disruption has pivoted. Today it is more about creating a rallying point for a company or brand, a focal point, and this despite the increasing tribulations of the market – or rather, because of them. We need to create a reference point that we can constantly look back to, whatever unexpected directions the market may have taken us in.”
“The second observation I would like to make about the status of Disruption today is coming from the fact that we are living in a totally new world. In the digital world, we don’t talk to targets anymore, not even to consumers, we talk to audiences. Audiences who are not captive anymore. Audiences who judge brands on everything they do, on all the initiatives they take. Today more than ever, “actions speak louder than words”.
So the way a brand engages the audience in this new media world is key for its success. Therefore Disruption which is about brand belief must be augmented with another discipline, a discipline about brand behaviour. We call it Media Arts.
It starts by repatriating part of the media thinking into the agency. We can no longer think of media as just a means for brands to talk at consumers, but rather as all the places, spaces and experiences where people live their lives. It is time for advertising agencies not to be media neutral anymore, but to be media passionate.
It’s also time to understand that each and every touch point between audiences and a brand must be creative. And this whatever these touch points are: the packaging, the retail presence, the content of the website, the PR programs, the CRM initiatives etc. And we called this Media Arts because we believe each point of contact must tell the brand’s story, gracefully, artfully.
The problem is no longer just to ensure the coherence between the different elements of a brand’s communication, which some continue to refer to as 360°. But rather, to feed a constant conversation with our audiences, 365 days a year. From 360° to 365…”
“Brands are judged in the way they act and in all the initiatives they take. That’s why Media Arts is so important.”
“In a nutshell, Disruption is about brand belief, whereas Media Arts is about brand behaviour.”
The jury has spoken. The winners of the giant madoholic-t-shirt-swap are: Lennart from Copenhagen, Vesna from Berlin and Trygve from Oslo. Three great shirts. Three great ideas.
Lennart is swapping his beloved Motörhead shirt and the jury has acknowledged that with this, he is giving up a true passion, something that has been with him for a long time. Vesna’s shirt is one of many media arts examples rooted in “Condensed Intensity”, the big disruptive idea that formed the basis of one of the most interesting automotive campaigns developed in the last years. Finally, Trygve from Oslo is handing over his Nissan Haikeren shirt. The idea of the Haikeren campaign is excellent: a Norwegian radio reporter is travelling the roads of Norway in a Nissan Qashqai and breaking the conventions of other hitchhikers, she is not looking for a lift but rather recruiting drivers to join her.
Congratulations to all winners of the giant madoholic-t-shirt-swap.
Jean-Marie Dru, the inventor of Disruption and Chairman TBWA\ Worldwide delivered today a speech at the TBWA Creative Academy at this years Golden Drum Festival in Portoroz (Slovenia). Here are some sound-bites for all of you who couldn’t attend:
