Title | A WORLD WITHOUT PETROL |
Brand | NISSAN AUSTRALIA |
Product / Service | NISSAN LEAF |
Category | A01. Event & Field Marketing |
Entrant | WHYBIN\TBWA Melbourne, AUSTRALIA |
Entrant Company: | WHYBIN\TBWA Melbourne, AUSTRALIA |
Sales Promotion/Advertising Agency: | WHYBIN\TBWA 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 |
Adrian Shapiro | Will O'rourke | Producer |
Mike Napolitano | Whybin/Tbwa | Group Account Director |
Julia Unwin | Whybin/Tbwa | Account Director |
Paul Arena | Whybin/Tbwa | Interactive Account Director |
Paul Mayes | Whybin/Tbwa | Head Of Planning |
Scott Woodhouse | Whybin/Tbwa | Digital Planner |
Jayne Mcswiney | Whybin/Tbwa | Digital Art Director |
To convince Australians that the electric car was a reality.
Concept: In a world without petrol, what do we do with the pumps? Implementation: 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.
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.
An unconventional car needed an unconventional launch. With a limited budget, a traditional TV commercial was not going to have a great impact. Using the ubiquitous petrol pumps to create a large-scale ambient activation was going to be far more engaging and poignant. The sort of thing, the media would pick up on.