Nissan's new global "What If_" campaign, via TBWA Worldwide, focuses on airports in 40 nations over the next two to three years. The out-of-home work touts technology by asking things like: “What if your car could clean the air?” “What if your car could charge your house?” “What if a car could make life better?”
In addition to the global technology-focused campaign in airport media, the effort also brings in Jamaican sprinter Usain Bolt to tout the new version of Nissan’s GT-R sports car. Much of the creative makes a point about technology as a proxy for nature by employing a striking diptych-style visual motif with panels offering apposite themes on opposite primary-color backgrounds. Nature (including human nature) is on one panel; Nissan's innovation is on the other.
While the "What If_" campaign started in April at Japan’s Narita and Osaka airports, the relationship with Bolt kicked off June 1, and the campaign will soon begin expanding to other markets.
Bolt will also be featured in online elements for the GT-R. Nissan just launched a global Facebook page at facebook.com/nissanglobal that will tout the automaker's innovations and feature behind-the-scenes video of Bolt and the car.
As the campaign rolls out over the next two years, there will be TV, online banners, Nissan digital sites and digital and more out-of-home locations, per the company.