Turning a granny mobile into a car for urban athletes.

Project: Nissan Micra N-Sport
Brand: Nissan
Agency: Publicis Sapient
Role: Creative Direction/Concept
With: Alexander V. Walsum & Walid Gouyel
Year: 2019

Context

The Nissan Micra used to be seen as a granny mobile in the UK. However, in 2019, Nissan introduced the Micra N-Sport aiming for a younger group called “Urban Athletes.” Unlike grannies, these are people who don't stop and need a car to support their busy lifestyle.

Our campaign hit the spot by giving the Micra N-Sport an edgy look and attitude while connecting the car to young people with agile lifestyles. From choosing a bold young director to dynamic storytelling, everything was considered to give Micra the "mojo" it lacked in the last few campaigns and make it stand out from the crowd.

Featured on

Spot 1 — Apple CarPlay
Featuring Aboubakry Seck, longboard world champion.

Spot 2 — Intelligent Key
Featuring Melanie Tischler, professional parkour athlete.

Spot 3 — Intelligent Trace Control
Featuring Franky Zapata, one of the few fly boarders in the world.

Spot 1 — Apple CarPlay
Featuring Aboubakry Seck, longboard world champion.

Spot 2 — Intelligent Key
Featuring Melanie Tischler, professional parkour athlete.

Spot 3 — Intelligent Trace Control
Featuring Franky Zapata, one of the few fly boarders in the world.

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To hook an agile audience, we also used gifs and boomerangs.