Nissan Film NISSAN QASHQAI: Artistic Paintball by TBWA\Chiat\Day Los Angeles

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NISSAN QASHQAI: Artistic Paintball

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Industry Cars
Media Film
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Les Stylewar
Art Director Alexandre Henry
Copywriter Thierry Buriez
Released March 2010

Credits & Description

Project: ‘Artistic Paintball’
Clients : Jean-Pierre Diernaz, Caroline Méchaï, Timothée Gazeau
Executive Creative directors: Alasdhair MacGregor - TBWA\G1
Eric Holden, Rémi Noël - TBWA\PARIS
Copywriter: Thierry Buriez
Art Director: Alexandre Henry
TV Producer: Maxime Boiron
Account management: Ewan Veitch, Guillaume Chupeau, Célina Eude
Director: Stylewar
Production company: Les Télécréateurs
FX : Mathematics
Audio Post Production: Else


TBWA is launching the fourth episode of the Nissan ‘Urbanproof’ saga, supporting the
reveal of the new Nissan QASHQAI.
The compact Crossover undergoes an extensive update this March 2010, cementing its
class-leading position in Europe.
Jean-Pierre Diernaz, Marketing Communication General Manager, Nissan Europe
“The Crossover category is a key area of focus for Nissan, with our long term aim to
make QASHQAI a sustainable Crossover icon. Our challenge was thus, not only to
maintain a strong equity (built around the tough & stylish attributes of the car), but to
bring it to a whole new level. After showcasing QASHQAI in epic urban
confrontations (Skateboard, Play with the city, Gangs), we have designed with TBWA
a fresh and daring urban performance: Artistic Paintball”.
Ewan Veitch, European Managing Director, TBWA\G1, commented:
“We have seen many new players come into the Crossover space since we launched
Qashqai 3 years ago. We wanted to create a campaign that kept us ahead of the
competition while building on the success of the last 4 campaigns. This meant it had
to be fresh, stylish and disruptive. It had to feel like a Qashqai campaign, but move
things forward at the same time”.
Alasdhair McGregor, European Creative Director, TBWA\G1, commented:
« How do you build on and even do better than the original Qashqai Skateboard
commercial? For a car that is tougher and better looking than the original model, we
decided to move Urbanproof to the next level.
In an enormous paintball fight in which the city attacks Qashqai with thousands of
litres of paint. A mixture of war and art. Shot in Bangkok by Stylewar over 6 days, the
paint you see is 80% real. After 4 days there was no more explosives to be found in
Bangkok and we had to fly more in. The car looks great, the city looks better. More
tough and more style is what we wanted to say about the car. I’m sure the consumer
will get the message. And enjoy it. »

This new campaign created and orchestrated by TBWA will be deployed as of mid-
February through the following assets:
- A Crossover saga teaser, building up the transition towards the new campaign and
urging the audience to follow QASHQAI’s journey to Urbanproof on www.nissanurbanproof.
- A groundbreaking TVC filmed in Bangkok in December 2009 and created by
TBWA\G1 and TBWA\Paris. Previous creatives have seen the QASHQAI treating
the city as its playground with trademark back- flips and stunts. In this new episode,
our hero no longer copes with the city but actively reshapes its favourite
“battlefield”, now mastering its own “Urbanproof” discipline. The shoot took over
six days to capture, involving a 230 people crew, with 80% shot in ‘real time’.
- A print campaign shot by famous photographer Vincent Dixon staging the car
avoiding paintballs on the city streets.
- A print campaign targeted to Influencers, issued from the ‘Think outside the Parking
Box’ international design competition, which saw over 550 designs submitted,
showcasing designers’ own interpretation of the future of urban parking.
With the introduction, later in 2010, of QASHQAI’s baby brother ‘Juke’, Nissan
Crossovers’ legend will deliver additional milestones and grasp unprecedented