| Title | A WORLD WITHOUT PETROL |
| Brand | NISSAN AUSTRALIA |
| Product / Service | NISSAN LEAF |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | WHYBIN\TBWA Melbourne, AUSTRALIA |
| Entrant Company: | WHYBIN\TBWA Melbourne, AUSTRALIA |
| Advertising Agency: | WHYBIN\TBWA Melbourne, AUSTRALIA |
| Media Agency: | CARAT South Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Reardon | Whybin\TBWA | Executive Creative Director |
| Damian Royce | Whybin\TBWA | Creative Director |
| Rob Hibbert | Whybin\TBWA | Copywriter |
| Mark Jones | Whybin\TBWA | Art Director |
| Margot Ger | Whybin\TBWA | Executive Producer |
| Mike Napolitano | Whybin\TBWA | Group Account Director |
| The Glue Society (James Dive) | Will O'Rourke | Direction |
| Josh Mullens | Will O'Rourke | Head Of Projects |
| Adrian Shapiro | Will O'Rourke | Producer |
| Julia Unwin | Whybin\TBWA | Account Director |
| Paul Arena | Whybin\TBWA | Producer |
| Paul Mayes | Whybin\TBWA | Head Of Planning |
| Scott Woodhouse | Whybin\TBWA | Digital Planner |
| Jayne Mcswiney | Whybin\TBWA | Digital Creative |
Over 12 million people viewed via Facebook sharing. Over 100 pieces of editorial generated. 100% of coverage included brand mentions (90% included imagery). Over 17 million impressions via online media stories. Invited to exhibit the recycled pumps at the National Gallery of Victoria, Australia’s largest public art museum.
We took over 40 recycled petrol pumps and transformed them into everyday items such as a fish tank, gumball dispenser, coffee machine, water fountain, bubble blower, grandfather clock, arcade game and a bird feeder covered in birdseed, to name a few. We then exhibited them in prominent public spaces in Sydney and Melbourne and invited people to interact with them. Users were encouraged to go online to vote for their favourite petrol pump via individual QR codes. Entry points to digitally discovering the ‘a world without petrol’ launch activation were setup on Facebook, YouTube, Pinterest, Flickr, ZeroPetrol.com.au, Twitter along with a host of paid and earned media touch points.
Nissan wanted to launch their 100% electric car into Australia. Problem was, most Australians had no idea that the electric car was a reality. They thought it was just a thing of the future. Our strategy was, rather than focus on the car’s technology, why not highlight the fact that petrol could soon be a thing of the past? Our idea was to present a thought-provoking question: In a world without petrol, what do we do with the pumps?