Title | PITCH-R |
Brand | NISSAN |
Product/Service | NISSAN FOOTBALL LAB |
Category |
G01. Tangible Tech |
Entrant
|
TBWA\G1 Paris, FRANCE
|
Idea Creation
|
TBWA\G1 Paris, FRANCE
|
Idea Creation 2
|
DAN PARIS, FRANCE
|
Production
|
TBWA\G1 Paris, FRANCE
|
Production 2
|
DAN PARIS, FRANCE
|
Production 3
|
UNIT9 London, UNITED KINGDOM
|
Credits
Eric Pierre |
TBWA\G1 |
Executive Creative Director |
Adam Mandelstam |
TBWA\G1 |
Creative Director |
Luke Bartley |
Freelance |
Creative |
Vanya Beloborodov |
Freelance |
Creative |
Kiminori Suzuki |
TBWA\G1 |
Creative |
Fabian Braun |
TBWA\G1 |
Creative |
Darren Rosenberg |
TBWA\G1 |
Creative |
Ewan Veitch |
TBWA\G1 |
President |
Philippe Simonet |
TBWA\DAN |
President |
Tito Favino |
TBWA\G1 |
Chief Strategy Officer |
Julien Etheredge |
TBWA\DAN |
Digital Leader |
Piers Bebbington |
TBWA\G1 |
Brand Leader |
Bruno Toporovschi |
TBWA\G1 |
Account Director |
Jake Annett |
TBWA\G1 |
Account Executive |
Kate Lynham |
Unit9 |
Creative Director |
Sylvie Brandl |
TBWA\DAN |
Production Director |
Aurelien Durand |
Nissan |
Sponsorship & Partnership Manager |
Xavier Diquet |
Nissan |
Content & Deployment Manager |
Nicolas Macé |
Nissan |
Sponsorship Section Manager |
Martin Jobin |
Nissan |
Content & Activation Director |
Background
Nissan is a car brand focused on technology. As sponsors of the UEFA Champions League they reach a global audience of fans. With this in mind, we wanted to find a way to bring innovative technology to the beautiful game for the benefit of football-lovers around the world.
Describe the strategy
The problem is, tech and football don’t always mix. How did we get around this? Well, we still mixed technology with football, we just did it in an unexpected way.
With this in mind we developed Pitch-R - A super-smart autonomous robot capable of creating a football pitch anywhere, anytime. With a target audience of over 2.65 billion grassroots footballers globally we knew we had to produce a technological innovation that would be relevant to everyone.
That’s why no matter who you are or where you are in the world, Pitch-R can draw a football pitch on any surface and enhance your experience of the beautiful game.
Describe the execution
Inspired by Nissan’s “Intelligent Mobility” technologies, Pitch-R was designed in collaboration with Nissan’s own Japanese designers and European engineers.
Throughout the 2017-18 UEFA Champions League season we adapted Nissan’s cutting edge technology to be used in a football context. The production process featured a technological team in Yokohama, a management team in Paris, while the final product was developed in London with the user testing taking place on the historic Hackney Marshes.
Finally, we launched Pitch-R on the grandest scale of all - at the 2018 UEFA Champions League Final in Kiev - the most watched annual sporting event worldwide with a global unique reach of 380 million viewers.
List the results
This is just the start of a great career.
Pitch-R is currently making its way across Europe; painting lines, creating games, and generally getting people talking about Nissan technology and football.
It is the first innovation to come out of the Nissan Football Lab - a global digital campaign showcasing the future of Nissan tech through the lens of football. The Nissan football lab will also give birth to further innovations in the future, all with the target of innovating the grassroots game worldwide.