Nissan - "Woof"

In collaboration with global Toronto-based creative brand experience company, Juniper Park\TBWA, Nissan Canada has launched their new campaign, ‘Whole New Thrill’.

In creating this campaign, the team at Juniper Park\TBWA and Nissan Canada broke two conventions to make the campaign unique in a sea of auto sameness:

• Simple Simple Simple – In a world where competitors are packing wall-to-wall list of features in every ad, Nissan went the opposite direction. Each film showcases a single feature.

• Human First - The campaign is rooted in real human truths, rendered through emotional storytelling. We see how Nissan’s fit into people’s lives…instead of the other way around.
From a stormy night drive on an unfamiliar road, to a first kiss in your parents’ driveway and even a doggy field trip downtown, ‘Whole New Thrill’ dives right into the tensions all drivers face. Each event is unique to the cast of characters while holding onto the common familiarity of a “we’ve all been there” moment. Yet, what many often haven’t had on their side is the help of Nissan’s tech, seen through Head-Up Display, Rear Door Alert and especially Google Built-In as the hero to save their day. As Nissan offers class-exclusive* Google Built-In, this technology is a game changer to evolve the drive, with Nissan drivers at the forefront.

“Sometimes the answer is right in front you. The campaign insight was born from a widely-published-industry-data-point: The average Canadian car currently on the road is more than 10 years old. Which means, even Nissan’s old technology features are new to Canadian buyers. Secondly, when we went out and talked to new Nissan buyers, they always mention the one specific feature that they love because it magically alleviates a specific problem/concern for them. This campaign is an ode to those very specific magical moments.” - Bill Chamness, VP of Strategy at Juniper Park\TBWA.

“This campaign demonstrates Nissan’s continued focus on putting the driver and their wants first. Telling a story which underscores the way each vehicle can make everyday moments a little more thrilling.” - Ken Hearn, Director of Marketing, Nissan Canada Inc.

“We shined a light on the small moments that matter to people, and the way the technology in Nissans facilitates them. Finding thrills in everyday moments is part of Nissan's DNA. we hope this work captures these mini moments in exciting fashion." - Adam Reeves, Chief Creative Officer of TBWA Group Canada.

The campaign launched in July across Canada on TV, digital, social and OOH.