DO IT FOR US
How do you make a sponsor stand out during the Olympics and Paralympics, when every single brand is fighting for attention? You could use a few hundred athletes, eleven hidden cameras and two actors, like we did in this prank campaign for Nissan.
Earlier this year, Nissan brought sports fans together in support of their favourite athletes with a live-streamed Olympic and Paralympic training event. This summer, they are bringing fans closer still with a campaign that reveals a different side to the members of TeamGB and Paralympics GB, and pokes fun at corporate sponsorship along the way.
We arranged an elaborate prank that took place during TeamGB and Paralympics GB Kitting Out days. Matt and Sarah, two highly skilled improv actors, played the role of two members of Nissan’s Global Sponsorship Team who were at the event to explain to the athletes that Nissan needed to go much further in order to stand out amongst all the brands and sponsors at Rio 2016.
How? By doing what no other brand was doing and getting the Nissan brand into the athletes’ actual Olympic and Paralympic events. They explained that the athlete could do this by perhaps putting their hands out to grip an imaginary steering wheel when running round the bend in their race, strapping a ‘seatbelt’ around them before diving off the board or just simply creating an ‘N’ for Nissan with their fingers (a bit like the Mobot).
To lend weight to our prank campaign, we created two teaser films – intentionally corporate in their look and feel – with Sir Chris Hoy and Baroness Tanni Grey-Thompson, in which they demonstrate Nissan-branded actions and implore athletes to work them into their event in Rio.
The campaign officially launched with a 90” TVC roadblock on the eve of the Olympic Opening Ceremony across ITV, Channel 4, Channel 5, and Sky.
The campaign ran throughout the Olympics and Paralympics, with content being pushed out as the Games progressed, reacting to key events and specific athlete stories.
The campaign hashtag was #DoItForUs and had a bespoke Twitter emoji.