Brief Explanation

After a 15 year hiatus, Nissan were set to re-launch the all-new Patrol in Australia. This new model had been refined beyond belief, from capability to luxurious appointments. The challenge we faced was that the Nissan Patrol comes with a fiercely loyal following, accompanied by a tough-as-guts reputation and heritage. As such, we needed to convince Patrol loyalist of the vehicles capabilities, while at the same time, showcasing to a new audience, just how luxuriously refined the vehicle had become. We needed to demonstrate to some and prove to others that rugged and refined could go hand in hand. We figured: the most rugged and refined 4x4 ever, needed a track to match. So we took the soundwave from one of the most refined musical compositions in history, Beethoven’s Ninth. From that we created a 5 story high, 4x4 track, half the length of a football field, complete with rock obstacles, water crossings and almost impossible to navigate inclines and descents. The peaks and troughs of the song, became the peaks and troughs of our track. Track was used as the basis for web film content, online product demonstrations, a public experiential promotion, posters, print, digital banners and PR.