| Заголовок | Forget About Bad Roads |
| Агентство | TBWA\G1 |
| Кампания | Forget About Bad Roads |
| Рекламодатель | Nissan Motor Corp. |
| Бренд | Nissan |
| Дата первой трансляции/Публикации | 2013 / 4 |
| Продукт | Almera |
| Бизнес сектор | Легковые автомобили |
| Слоган | Forget about bad roads |
| История | Nissan in cooperation with TBWA\G1 and TBWA\Moscow introduces the advertising campaign for the new Nissan Almera. The campaign entitled “Forget About Bad Roads”, was created by TBWA\G1 and TBWA\Moscow and launched in the Russian market in April 2013. It includes TV and radio commercials, print, OOH, digital and retail. Alexandr Kisulenko, Brand Manager of Nissan Motor RUS: “Specially developed for Russia, the new Nissan Almera gives extra confidence to its owners thanks to incredible adaptation to Russian driving conditions. Even if the road conditions are poor, the weather is bad, the ride long and the luggage massive, the driver of Nissan Almera will be protected thanks to the car functionality. To visualize this to our target audience in the launch communication we used the idea “Forget about bad roads” which is capable enough to communicate on the product features of the car”. Nissan Almera’s target audience is strong personalities who value products that live up to the challenges of environment. Ewan Veitch, President of TBWA\G1 comments: “The new Nissan Almera is an innovative new car that will deliver excitement to our target market in Russia. Our campaign aims to deliver a clear understanding what the innovations are and show how they deliver excitement to our drivers in a relevant and impactful way.” Anton Shukaylo, senior strategic planner of TBWA\Moscow, explains communication strategy of the campaign: “The Almera was made for Russia. It means it will be used on rough roads. Because of the poor conditions of our roads, comfort and confidence behind the wheel are basic driver’s needs, especially in the regions. This is what our advertising campaign depicts; when you are buying Almera you are buying confidence on any road”. To create the TVC, TBWA team collaborated with The Salto Brothers directors, Louie and Jesse Salto, who have already filmed Nissan Teana TVC. According to the plot of commercial – good road with modern infrastructure is going forward as the car moves along – driving Nissan Almera turns any Russian road into a first-class highway. The spot shows that Almera possesses such features as perfect handling, high level of comfort and provides confidence to its driver in tough conditions of Russian roads and climate. Andrey Ivanov, TBWA\Moscow Creative Director: «Nissan Almera is a story about Russia. We shot in the forest and unexpected snow has added the feeling of true Russia. The Salto Brothers had to shoot knee-deep in snow. However the shooting was absolutely positive and awesome. At the end of the day the sun broke through the clouds above the bridge and we managed to shoot this scene. Finally we realized that we got it all right». Emotional musical backdrop by photographer, director and musician Woodkid exquisitely supplements video series to convey feelings of confidence and inspiration. The track ‘Run Boy Run’ is included in the first album released by Woodkid in the middle of March. The album skyrockets in iTunes chart during the first weeks and still holds a strong position there. |
| Проблема | |
| Результат | |
| Тип медиа | Телевидение |
| Длина | |
| Звуковая дорожка | Run Boy Run |
| Послепроизводственный этап | Nightshift |
| Agency | TBWA\Moscow |
| Специалист по работе с заказчиками | Ewan Veitch |
| Специалист по работе с заказчиками | Nicolas Rocca Serra |
| Специалист по работе с заказчиками | Tiny Pham |
| Специалист по работе с заказчиками | Philippe Cassia |
| Специалист по работе с заказчиками | Maria Lebetskaya |
| Специалист по работе с заказчиками | Ekaterina Pekormyak |
| Креативный директор | Alasdhair Macgregor Hastie |
| Креативный директор | Rudi Anggono |
| Креативный директор | Andrey Ivanov |
| Креативная команда | Alexander Kovalenok |
| Креативная команда | Dmitry Arakelov |
| Продюсер | Ghislaine Byramjee |
| Директор | Salto Brothers |
| Продюсер | Jean Duhamel |
| Линейный продюсер | Alexia Levy |
| Продакшн Студия | Unit + Sofa |
| Оператор-постановщик | Jacques Ballard |
| Послепроизводственный этап | Philippe Joubert |
| Редактор | Jérôme Lozano |
| Спецэффекты / видеоэффекты | One More Production |
| Спецэффекты / видеоэффекты | Jonathan Bennabed |
| 3D Supervisor | Mitchel Pecqueur |
| 3D Artist | Olivier Junquet |
| 3D Artist | Francois-Xavier Gonnet |
| 3D Artist | Romain Joly |
| Спецэффекты / видеоэффекты | Romain Leclerc |
| Matte Painting | Benjamin Bardou |
| Flame Artist | Herve Thouement |
| Послепроизводственный этап | Chloe Juillard |
| Artistic Director | Johnny Alves |
| Исполнительный продюсер | Benjamin Darras |
| Soundtrack | Else |
| Звук | Valery Pellegrini |
| Звук | Fanny Mithois |
| Музыка | Woodkid (Yoann Lemoine) |
| Copyrights Manager | Marie Roche |
| Print Producer | Marcus Philipp Sauer |
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