Nissan Outdoor, Case study Nissan's Follow the Ball [video] by Lew'Lara\TBWA Sao Paulo

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Nissan's Follow the Ball [video]

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Chief Creative Officer Felipe Luchi
Creative Director Sthefan Ko, Gustavo Diehl
Art Director Jose Neto
Copywriter Rafael Merel, Alexandre Popoviski
Released August 2017

Awards

Lions Communication 2018
Outdoor Lions Innovation > Standard Sites Silver Lion
Outdoor Lions Innovation > Technology Silver Lion

Credits & Description

Brand NISSAN
Entrant LEW'LARA\TBWA SAO PAULO
LEW'LARA\TBWA Sao Paulo, Brazil Entrant Company
LEW'LARA\TBWA Sao Paulo, Brazil Idea Creation
LEW'LARA\TBWA Sao Paulo, Brazil Production
MUGSHOT Sao Paulo, Brazil Production
LEW'LARA\TBWA Sao Paulo, Brazil Media Placement
Felipe Luchi Lew'Lara\TBWA CCO
Gustavo Diehl Lew'Lara\TBWA Creative Director
Sthefan Ko Lew'Lara\TBWA Creative Director
José Neto Lew'Lara\TBWA Art Director
Alexandre "Nego Lee" Popoviski Lew'Lara\TBWA Copywriter
Rafael Merel Lew'Lara\TBWA Copywriter
Wilson Negrini Lew'Lara\TBWA COO
Thais Pedro Lew'Lara\TBWA Brand Leader Nissan
Mariana Nanes Lew'Lara\TBWA Account Services
Renata Serafim Lew'Lara\TBWA CSO
Luciana Mussato, Juliana Bartorilla, Murilo Chagas e Aline Santos Lew'Lara\TBWA Strategy Team
Thiago Ferraz Lew'Lara\TBWA Media Director
Suellen Kiss, Frederico Lopes, Nuria Alves, Murilo Arnoud, Henrique Monte, Natan Lew'Lara\TBWA Media Team
Patricia Gaglioni Lew'Lara\TBWA Director of Production
Stella Gafo e Sabino Lew'Lara\TBWA Production Team
Rafael Ribeiro Rafael Ribeiro Edition
Rodrigo Sotero Estudio Fliperama Billboard Led Art / Animation Director
Estudio Fliperama Estudio Fliperama Billboard Led Art / Animation
Jack The Maker Jack The Maker Billboard Led Art / Technology
Vasco Barbosa Jack The Maker Creative Technology Officer
Vico Barbosa Jack The Maker Head of Production
Mugshot Mugshot Sound Production
Arthur Abrami, Francisco Reginato e Maurício Herszkowicz MugShot Music Producer
Gustavo Boselli e Thácio Palanca MugShot Mix and Sound Design
Gilvana Viana MugShot Account Services
Conspiração Filme Conspiração Filme Color
Implementation
During a game, people glance at most billboards for just a few seconds, if at all. Inspired by Nissan’s Intelligent Mobility, we found a way to turn this old medium into something completely new. We integrated our technology with the game itself, creating a unique experience that mixed advertising and entertainment. The result: everyone who was watching the ball was also looking at our ad, including fans, photographers, and TV cameras.
Entry Summary
Palmeiras vs. Corinthians is the biggest rivalry match in Brazil and is pointed to as one of the top 25 soccer match-up in the world. When they face each other in a Championship Final, their impact on the country is similar to that of the Super Bowl in the United States.
Brief Explanation
Rather than merely telling how Nissan's Intelligent Mobility works, we decided to show it by applying it to a billboard. Tapping into Nissan’s Motion Detection System, we tracked the ball and transmitted the data in real time to the LED panels in the stadium. This way, our car on the billboard could literally follow the ball and always appear in the right place at the right time.