To activate Nissan’s sponsorship of the 2019 Cricket World Cup, I was tasked to create a series of new key assets aimed at showing where innovation in-car technology meets moments of innovation in the game of cricket for print, film and social media.
The activation component involved a journey, lead by former cricketer Phil Tufnell, to amplify the excitement of cricket lovers and to try and convert some of the cricket naysayers around the country.
The Nissan Excitement Algorithm, tracked, measured and analysed social sentiment towards cricket and the Cricket World Cup. This information was used to create mechanisms for content, activations and rewards – the most coveted of which were tickets to the historic World Cup final.
Creative Directors:
Mat Joiner / Rory McCaskill
Concept: Alex Lieven
Art Direction: Alex Lieven
Retouching: Alex Lieven
Stadium Render: Curious