TítuloStorm
Agencia
Campaña Whole New Thrill
Anunciante Renault-Nissan-Mitsubishi Alliance
Marca Nissan

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Acerca de Juniper Park\TBWA

We are a full-service marketing and communications agency offering brands integrated communications, brand strategy, in-house production, digital expertise and branding & design services. Located in the heart of North America’s fourth largest city, Juniper Park\TBWA is a world-class agency that just happens to be headquartered in Toronto.
Our true competitive advantage is our Disruption® methodology. We identify the cultural or market conventions to overturn. We scrutinize the future to determine what could lift the brand higher. And we define a Disruption platform that inspires the way the brand behaves and communicates. Over its 25+ year history as part of the TBWA collective, our agency has continued to evolve the Disruption® methodology to fit the ever-changing needs of our clients. We find new ways to break conventions, innovate in the marketplace, connect with consumers at the speed of culture and deliver unprecedented brand and business results on behalf of our clients.
Achieving positive results requires strong partnerships. Our collaborative client list includes brands such as CIBC, Nissan, Capital Group, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, and many more.
DiversityWe have one of the most talented, diverse creative teams in North America because we believe that great talent is the cornerstone of great creative work. 57% of our agency team is female. This is incredibly rare in our industry. 51% of our team has lived in other parts of the world, including our CCO, Graham Lang, who joined the team from South Africa, and our Managing Director, David Toto, who is from France. We believe that diversity is a uniquely important ingredient when marketing to global citizens, and diverse communities across North America.
Strategy Embracing strategy as a core discipline has helped us stand out versus the competition. Our Strategy team consistently carves out the strategic direction for our clients, and our agency’s creative work. Brand Planners, Digital Strategists, Social Strategists, Community Managers and our Data Scientist each play unique and critical roles throughout the campaign process, helping define and articulate opportunities to insert our clients’ brands into modern culture.
Design Iconic branding that is consistent yet fluid across mediums, big & small, is our visual trademark. This gift to our clients is baked into all our work.

Latest News

Juniper Park\TBWA helps Nissan Canada showcase the unlimited possibilities of the Nissan ARIYA through a unique test drive experience.

 

 

Through the seamless integration of AI and human creativity, Nissan has reimagined the vehicle tour and test drive for its newest EV, the Nissan ARIYA. Partnering with the global creative brand experience company Juniper Park\TBWA, Nissan Canada has launched the ‘Electrify Your Life’ campaign.

Aimed at boosting awareness of their EV lineup, this campaign offers a rare opportunity for Canadians to discover the cutting-edge Nissan ARIYA. The campaign's innovations are as electrifying and tech-driven as the vehicle itself.

Focusing on the ARIYA’s innovative features, Nissan needed a campaign that was equally groundbreaking. With this in mind, Nissan enlisted three EV-curious Canadian content creators to engage with the most trustworthy source of information—themselves. In a studio with the Nissan ARIYA, the creators were surprised by an encounter with AI versions of themselves, who guided them through the vehicle's features and benefits, personalised to their own lifestyles.

"This campaign is unlike anything Nissan Canada has done before. We tapped into content creators with diverse interests that resonate with the Canadian audience and used AI technology to create custom avatars that offered a personalised discovery of the Nissan ARIYA tailored to each creator's lifestyle. The content ecosystem produced a variety of unique assets and video formats to spread the ARIYA message across channels. The team was pushed to think outside the box, creating thumb-stopping content and leveraging cutting-edge technology throughout our production. The result is a disruptive campaign with a look and feel entirely different from anything Nissan has previously done." — Alannah DavidClark, Senior Marketing Manager, Nissan Canada.

Nissan showcased the electric side of three different creators through a surprise test drive that introduced them to the ARIYA—and their electric avatars. The process was discreet, with AI voice cloning, VFX, and animation work taking place behind the scenes for several months. Apart from a body scan and voice capture session, the creators were unaware of the full scope until they arrived on set. With the help of Rodeo FX and motion capture artists, each creator’s avatar was meticulously crafted using real insights into their hobbies and interests, creating a unique experience for each.

“Introducing an innovative vehicle like the ARIYA deserved a campaign just as innovative. But we wanted to make sure we weren’t using AI just because; it was paired with a lot of human craft – all in service of creating a real connection.” - Adam Reeves, Chief Creative Officer, Juniper Park\TBWA.

Handpicked for their unique hobbies and followings that aligned with the ARIYA’s brand, Canadian content creators Karl Conrad (@karlconrad), Cheyenne Catchpole (@catchchey), and Laurent Dagenais (@laurent.dagenais) joined Nissan in the studio, unaware of the magic that had taken place behind the scenes. This secrecy ensured that the final spots captured genuine reactions—due to the surprise and excitement the creators felt when meeting their electric avatars and experiencing their personalised ARIYA tours, first takes were predominantly used. To preserve the authenticity of the experience, everything was done for real, despite the extensive background work involved. The avatars spoke to what mattered most to each creator, from Laurent’s love of snowboarding to Cheyenne’s culinary adventures, and Karl’s connection to his dog. These hyper-personalised details astonished the creators, making their experience uniquely tailored to them, both as individuals and as drivers.

“As the Electric Vehicles category matures, shoppers have evolved from Early Adopters to Early Majority, which has major implications for how they shop. They’re asking significantly more thoughtful, complex, and specific questions about the ever-increasing number of EV options. This new reality makes it hard for buyers to get all the answers they need. That led us to ask, ‘What if we created an AI avatar that could help them shop?’ And the idea took off from there.” - Bill Chamness, VP of Strategy, Juniper Park\TBWA.

This campaign emerges as AI captures global attention. For Nissan, it was crucial to use AI and technology to enhance a human experience—a connection to the thrill of driving that is at the heart of every Nissan vehicle. The use of AI in ‘Electrify Your Life’ reflects TBWA’s commitment to helping Nissan innovate worldwide, as demonstrated by the unique creativity from Iruyo in Japan, which continues to propel Nissan forward.

The campaign launched this summer across Canada on TV, OLV, digital, social, and OOH. 

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