2022 Winner

The new Nissan GT-R Nismo seemed destined to go unseen, given its price tag of $280,000, the fact that only three were coming to Canada and that zero paid advertising was planned to support it. To draw attention to the limited-edition supercar, Nissan Canada, with Juniper Park\TBWA, created the “Nissan GT-R NFT,” a digital work of art created in collaboration with Alex McLeod. The brand then put it up for auction with a reserve price of $280,000 – with the person who bid successfully for the NFT receiving the real GT-R as well. Word spread across 24 countries and 115 media outlets, with the campaign shared by over 260 influencers from the crypto space to arts and culture. In the six weeks from launch to the winning bid, Nissan achieved a reach of over 71 million – all through the sale of a single vehicle.

Credits

Nissan GTR NFT Credits
Agency: Juniper Park
Chief Creative Officer: Graham Lang
Creative Director: Andrew Caie, TJ Arch
Associate Creative Director: Jason Lee, Derek Silveira
Art Director: Jason Lee, Olivia Hashka
Copywriter: Derek Silveira, Jonathan Dick
Digital Artist: Alex McLeod

Senior Integrated Producer: Alice Xian
Integrated Producer: Kristine Lippett
Content Editor: Rod Reano
Senior Editor Mark D’Amico
Bolt Executive Producer: Nadia Dunn


Managing Director: Adam Lang
Cluster Director: Jessie Sweeney
Account Executive: Emillie Cecillon
Director, Edelman: Jessica Fralick

Client: Nissan Canada
Director of Marketing: Ken Hearn
Director Corporate Communications: Didier Marsaud
Senior Marketing Communications Manager: Alannah David-Clark
Marketing Communications Manager: Michael Bowen
Senior Planner: Roxane Barry
PR & Communications Manager: Douaa Jazouli

PR: Edelman
Account Manager, Edelman: Shae Pollock