Title	QASHQAI MOON LANDING
Brand	NISSAN
Product/Service	QASHQAI
Category	A05. Music / Sound Design
Entrant	TBWA\G1 Paris, FRANCE
Idea Creation	TBWA\G1 Paris, FRANCE
Media Placement	TBWA\G1 Paris, FRANCE
PR	TBWA\G1 Paris, FRANCE
Production	TBWA\ELSE Paris, FRANCE
Production 2	MOONWALK FILMS Paris, FRANCE

Name	Company	Position
Carl Harborg	TBWA G1 / Nissan United	Associate Creative Director
Phillippe Rachel	TBWA G1 / Nissan United	Associate Creative Director
Eric Pierre	TBWA G1 / Nissan United	Executive Creative Director

Describe the creative idea

Qashqai has been the crossover leader in Europe since it was introduced. However, this leadership is constantly under fire. In 2019, Nissan introduced its autonomous drive technology to the Qashqai - ProPILOT. The film itself features a skateboarding astronaut in a zero-G environment to illustrate the feeling of driving a Nissan Qashqai equipped with Nissan’s ProPILOT technology (semi-autonomous driving tech). To enhance the sci-fi feeling, we compiled over 20,000 sounds From the last 50 years of Space exploration - Planets, Stars, Black Holes, Comets, Take-offs, Probes, Hubble, Jupiter, Pulsars, ISS, Apollo, Rockets, Sun... and Galaxies. We converted radio emissions, magnetic fields, plasma waves into sounds. In doing this, we made the first-ever soundtrack using real sounds from Space. The score of the soundtrack is Johann Strauss II Blue Danube -a homage to 2001: A Space Odyssey.

Describe the execution

The full 360 campaign includes TV, cinema, press ads, digital and social activations and aired across Europe. This campaign gives life to the marketing mantra “the right message at the right moment“ in a spectacular way that connects deeply with the audience. We put the film live in the UK in the days immediately before, and after, the anniversary to maximise the cultural impact. Paid and organic social were used to speak to our audience. In the UK this was further activated in cinema, on TV and print media The campaign was broadcast in 9 key European markets With this new campaign, Nissan keeps on embracing its exciting new vision and repositioning itself from a car company to a tech company.