Nissan Canada is showing how multiple models can cater to multiple personality types, dispensing with category convention.
The brand’s new “Sets You Free” campaign is by agency partners Juniper Park\TBWA and Tam-Tam\TBWA. The new creative work reveals the many sides to its Quebec brand spokesperson, actress Karine Vanasse, who was named ambassador for the Nissan Rogue in 2020 – a perennial top seller in Quebec – and who starred in its “Rediscover Our World” campaign by the same agency partners.
The latest campaign work sees Vanasse adopting indie rocker, nightclub goer and skier personas as she joyfully transitions between accelerating in a Nissan Z, then by pressing a button, switching to Rogue, and finally, a Pathfinder.
“Our vehicles are built to serve functional purposes, but there is a very emotional aspect to driving,” says Alannah David-Clark, senior manager of marketing communications for Nissan Canada. “The message of enjoying your drive is really the core of this campaign, connecting live moments and different aspects of people’s personalities in a lighthearted way.”
The stylistic approach is one which plays with category convention that traditionally focuses on brand specs and features, but instead focuses more on drivers, their desires and the feeling they get from driving. Last year, the automaker used a similar approach, one of enjoying “everyday thrills,” in a campaign highlighting Nissan’s innovations in performance, technology and safety, but telling the story through a quirky futuristic laboratory called “The Institute of Thrillology.”
“We have been focusing on a Branded House Approach for Nissan over the last year featuring multiple cars in our work to show how thrilling Nissan’s offering is,” says Bill Chamness, VP, director of strategy, Juniper Park\TBWA. Chamness tells strategy that each model showcased is to “represent there is a perfect vehicle for whatever you looking for.”
This is a full 360 program including, OLV, social via Facebook, Instagram, TikTok, Pinterest, as well as display and TV.
It was developed alongside Nissan United, Juniper Park\TBWA’s bespoke agency for the automaker. OMD media handled the buy side.
