NISSAN PLAY FUTURE:TODAY VIRTUAL ORGAN
Nissan LEAF, Nissan’s 100% electric vehicle (EV) has been a huge hit in Norway. With around 2000 cars sold thus far, the Nissan LEAF is one of Norway's most sold cars, not just EVs, in 2012. To acknowledge Norway's position as a forerunner in personal commuting, Nissan Europe started the European NISSAN FUTURE:TODAY tour event in the center of Oslo, with live music, light artists, and a LEAF exhibition on the future of driving.
The mission of TBWA\Helsinki was to create an engaging and entertaining event to celebrate the Norwegian LEAF owners, the true pioneers. The objective was set to have 200 owners sign in and have 50 owners arrive in their own LEAF. The timeline was tight with only a few days between the brief and the presentation.
Our solution was to create a VIP-event called share#futuretoday starting with an owners' seminar with Nissan’s vision of the future of mobility, a panel discussion involving Norway’s top authorities in cars and technology, as well as an opportunity to contribute to Nissan’s EV development efforts. The seminar was followed by VIP guest status at the FUTURE:TODAY night. But what we did with their cars was in many ways the most significant feature of the whole event. Instead of setting up 50 Nissan LEAFs for a photo/video shoot, we wanted to make things a bit more interesting. As the FUTURE:TODAY event was about music and light installations, we decided to play with the theme, engage the LEAF owners – and also give the audience on-site something to remember.
Drawing inspiration from the movie Close Encounters of the Third Kind, Daft Punk’s live gigs and Guitar Hero games, we built a custom instrument and light show – the World’s biggest electric organ – from the 50 LEAFs that our LEAF owners had brought with them. The instrument was controlled via a multi-touch screen and featured an auto-arpeggiator, user-controlled chordal progressions and other special effects, giving the artists, the LEAF owners, freedom to experiment and play around while still creating something that sounded extremely cool.
The LEAFs lined up on the side of Youngstorget market square were the stars of the show. A rotating and color-changing LED floodlight was installed inside each LEAF – 200 in total. In addition to controlling the music, our touchscreen instrument also controlled all the lights in the cars, making it all a thrilling spectacle on a grand scale. The songs to be played, one synth pop and the other dubstep, were in part sourced from Audiodraft, a crowdsourcing service for producing music and sound – and in part finalized by Roberto Rodriguez, a Finnish DJ / Producer.