How do you make a sponsor stand out during the Olympics and Paralympic, when every single brand is fighting for attention? You could use a few hundred athletes, eleven hidden cameras and two actors, like they did in this funny campaign for Nissan.
Nissan UK’s sponsorship of Team GB and ParalympicsGB athletes at the 2016 Rio Olympics is being promoted with “Do it for us”, a series of pranks played at the Rio 2016 athlete briefing. Two teaser films, intentionally corporate in their look and feel, were launched in the lead up to the campaign. Sir Chris Hoy suggested presenting Nissan’s version of Mo Farah’s “Mobot” pose, while Baroness Tanni Grey-Thompson suggested the silent move during interviews demonstrated the quietness of the Nissan Leaf. Hidden cameras caught the reactions of athletes as two brand managers (actors) asked them to put a range of silly symbolic actions into their performance, including steering into position, installing branded airbags in a boat. The wider #DoItForUs campaign is designed to give behind-the-scenes and unexpected access to the Team GB athletes through the games. The main Nissan Olympics Pranks TV commercial is supported by Facebook, Twitter and YouTube activity throughout the games.
#DoItForUs: Get behind Team GB and ParalympicsGB
Sir Chris Hoy’s message to Rio2016 athletes
Baroness Tanni Grey-Thompson’s message to Rio2016 athletes
Campaign developed at Red Bee Creative by Hannah Ford and Jim de Zoete and director Olly Parsons.