As soon as the fireworks to mark Canada Day had come to an end in Ottawa, Toronto, Halifax and Vancouver, a 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 who watched, submerged nozzles sprayed a thin fan of water onto a screen that worked by diffusing light and image projections towards the audience.
Believed to be 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 ad agency, Toronto, to make the most of this complex technique’s full creative and technological potential. The Newad Experiential team developed the concept and executed this technical operation, a veritable aquatic ballet, in collaboration with OMD which handled media planning.
“OMD and Nissan approached Newad to collaborate in the creation of this innovative brand activation,” says Lino Ricco, Newad’s vice-president and regional general manager – Central Canada. “This initiative is perfectly in line with our expertise in developing 360 campaigns to reach Young and Affluent adults.”
A video of the execution is being promoted on social media 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.”