As soon as the fireworks to mark Canada Day had come to an end in Ottawa, Toronto, Halifax and Vancouver, a big surprise simultaneously awaited spectators who had gathered along shorelines in each city. In a matter of seconds, a 3D Water Screen Projection technology kicked off an advertisement for the 2013 Nissan Altima. For the hundreds of thousands of Canadians in attendance, the effect was as unexpected as it was striking. Submerged nozzles sprayed a thin fan of water onto a screen that worked by diffusing light and image projections towards the audience. The first company to use 3D Water Screen Projection technology in Canada, Nissan provided an experience that was as unique and cutting edge as the 2013 Altima. The ad was specifically designed by TBWA to make the most of this complex technique’s full creative and technological potential.
In this case, a picture really is worth a thousand words. A 70-second video recording of the projection is available Here
The Newad Experiential team developed the concept and executed this technical operation, a veritable aquatic ballet, in collaboration with OMD (media planning).
“OMD and Nissan approached Newad to collaborate in the creation of this innovative brand activation. This initiative is perfectly in line with our expertise in developing 360 campaigns to reach Young and Affluent adults. While our experiential marketing team helped with the live activation, our Web and Publishing teams made sure the experience lived on after the event” adds Lino Ricco, Vice-President & Regional General Manager – Central Canada. A video of the execution is being promoted on social medias and in Newad’s indoor digital network
“At Nissan, we provide innovative and exciting vehicles in all segments and are proud we delivered on those two qualities by presenting Canadians with the first show of its kind here on Canada Day,” says Judy Wheeler, Director of Marketing for Nissan Canada. “Pairing the Altima with the 3D water show was an optimal way for us to showcase the Altima and Nissan’s direction as a company; inspired by the high level of dynamism we aim to impart to every Nissan customer.”
Newad reaches the highest concentration of the Young & Affluent in Canada by guiding its millions of consumers to four targeted platforms: Indoor, with 21,500 digital and classic boards in over 3,000 establishments and 36.5 million impressions delivered per week; Experiential Marketing, with the production of 250 promotional events a year; Publishing, with hundreds of digital productions each year as well as the NIGHTLIFE.CA website reaching 220,000 Montrealers every month; and Web, including the advertising network Newad Online, the design and production of websites, microsites and mobile applications. Newad’s 350 employees and brand ambassadors set the trends in our Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.
Director, Marketing & Communications
mariechristinef [at] newad.com