From its DIG Turbo engine, to its all-wheel drive system, to its unique design cues, everything about the Nissan Juke screams innovation. It is this innovation that TBWA\Toronto wanted to bring to life through this campaign. So, in partnership with Nissan Canada, we created a series of short films which tell a fantastical story about Nissan Juke, each highlighting a specific innovation in engineering or design.
The goal is for the campaign to grow organically, with “incremental” support on various influential online properties. Vying for a position amongst top entertainment portals, the Juke launch campaign and its Urban Legend handle have created a broad stage rivaling the launch of some of the best Hollywood blockbuster films.