Unfortunately, you will know by now that Jordan B has had to drop the class in place for another prerequisite. So, I will be the art director with the help of Lori, the copywriter and Jackie, our account planner. These are still rough so keep that in mind :)
Nissan cube "Life App" / "Your Life's Application"
1. Snapshot of my social life.
As Nissan cube is your destination, we wanted to create a guerrilla event, in which a car would be placed in the middle of a busy plaza, for example, Union Square. The car would be parked (still considering with or without wheels), with a specific theme. One example of this would be the "Club Cube" where a red carpet is rolled out from the back, stands to mark a line formation, and music blasting, mood lights changing, etc. Due to limited space, people would form a line and take turns going into the car, to give an actual line outside of the car, creating that image of a club scene.
A second idea following this would make use of the photo frame-esque front windows that the car boasts. At the end of each individual's turn in the car, an idea would be that a photographer would be set up to take one's photos (similar to photobooths) through the window, as if it were mimicking that photo frame. Also, stemming from this idea is "tagging," like on facebook, your friends or putting them through the internet, I'm not sure yet on this one. Perhaps you have the opportunity to upload your pictures to facebook or the internet through whatever device the photographer has. Again, this idea is still shaping.
2. cube is my destination
Since Nissan is emphasizing the original concept of connection, we wanted to incorporate an idea in which the car itself brought people together. Rather than the car taking one to their destination, cube itself is the destination. This idea we thought could either be a commercial or another guerrilla idea. The idea of a tailgate party in which there are several cars parked in a lot, where friends are enjoying each others' company and each car is themed differently. Jacuzzi, club, casual lounge/cafe, etc. Each would emphasize the benefits of the interior's shape and inspirations.
3. cube is my life's application
This one could be a micro-site or maybe an application on facebook in which it would require people to play (similar to apps like Farmville) The user would be able to customize their own individual version of their cube and show it off to friends or somehow interact with others, similar to the Sims where the user is in control of their house/lives/interactions.
4. personalization. my life
Because Nissan cube offers personalization and its great similarity to video games (or like Jackie posted previously, how it can be related to the Nintendo Wii rather than the Apple iPhone), this brought out a TV spot. While a trendy young adult walks into the dealer, it is almost as if they have walked into the screen of a video game, as they are given the options of color, interior decorations, extra features, etc. This is a vague idea, but you know how you can customize your character and car in racing games, like the classic Nintendo Mario Kart. I am not saying we should directly correlate to the Nintendo Wii, but you get the jist of the idea of video game customization.
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I wasn't aware Jordan dropped the class. Thanks for the heads up and stepping up to the plate.
ReplyDeleteGood going on the roughs. Let's try meeting up this week to develope them more.
-Jackie
I have a line I thought of while writing the pros and cons of technology. Maybe we can fit it into one of the ideas or build on it:
ReplyDelete"Where it's good to roam."
or
"When it's good to roam."
or something like that.
1. Like a lot of aspects of this campaign, but because the initial cube launched with an emphasis on the club scene, your challenge is to make this idea all your own. Where this idea is working hardest is in the extensions - the photo booth, which leads to tagging (which works with the big idea of a snapshot and extends the viewer's social life, integrating seamlessly with it)...
ReplyDelete2. Feels very close to #1. Consider choosing your strongest aspects from each and combining. Or perhaps, the different cars can each feature an aspect of cube? You've got the photo one down - how can the tailgate emphasize a specific benefit? The jacuzzi feels like a natural extension of the water droplet - but can you emphasize the connection more?
3 & 4. Again, these ideas feel pretty similar, so here are comments for both:
Like the tactic of using a Sims-style or Wii-inspired universe to encourage active participation. Right now it seems like these ideas are more execution that concept. What will the viewers do once they color their cube and pick their features? How can you stimulate a community to continue interacting?