LONDON—Nissan has handed Brands2Life a brief to launch its new Juke model in Europe. As part of the launch, the agency will promote Nissan’s “urbanproof’ interactive campaign platform in the U.K., and provide campaign content for localisation throughout Europe.
Brands2Life will focus on amplifying Nissan’s “Journey to Urbanproof” interactive campaign, along with Digitas and OMD. Working with a collective of urban artists, Akrylonumeric, the Nissan campaign will produce a series of live digital street art performances. Brands2Life will link with the creative collective to communicate the campaign to art and style influencers and media.
Says Gareth Dunsmore, Nissan’s digital manager (Europe): “Juke brings a sense of adventure to the car market. It’s light, nimble, urban, reactive: qualities designed to grab a younger audience. We felt that Brands2Life’s proposed PR campaign fit perfectly with our vision for launching Juke.”