Nissan Qashqai

Nissan wanted to reinforce Qashqai’s position as the UK’s leading crossover while bringing its Elevate Your Urban Drive platform to life. At a time when consumers were becoming increasingly sceptical of CGI and Fake OOH, the brand saw an opportunity to create a real-world spectacle that would capture attention and spark conversation.

Rather than relying on digital trickery, Nissan chose to make a bold physical statement. By placing the Qashqai atop East London’s iconic Truman Brewery, the campaign was designed to showcase the vehicle at the heart of urban culture while generating organic reach through social sharing, PR and word of mouth.

As part of Nissan’s Elevate Your Urban Drive campaign, a series of CGI-led films reimagined the Qashqai in unexpected urban settings, including one film in which the vehicle appears parked on the side of London’s Truman Brewery. Rather than stopping at CGI, Nissan brought the creative idea into the real world by installing a full-scale Qashqai 50 metres above London on the Truman Brewery itself.

What looked like a digital illusion was entirely real. The installation transformed an iconic East London landmark into an unmissable brand statement, stopping passers-by in their tracks and prompting thousands of photos, videos and social shares. By turning campaign creative into a physical experience, Nissan blurred the line between advertising and reality while bringing ‘Elevate Your Urban Drive’ to life in a truly memorable way.

The campaign reached more than half of the UK population, generating 22 million voluntary video views and 480,000 website visits. It also delivered over 100 million earned media impressions and 8.1 million organic social impressions, helping reinforce Nissan Qashqai’s position as the crossover built to Elevate Urban Driving.