The Nissan Leaf Orchestra
Nissan needed to raise awareness about its 100% electric vehicle, Nissan LEAF and its commitment to sustainability.
We launched the Nissan LEAF Orchestra, a musical ensemble featuring rare artists who use leaves to play music, an art form discovered by Philippine national artist Levi Celerio.
To complete the orchestra, Nissan searched the country and discovered two leaf players in a small village in Bohol. A father and his son whom he trained in the art of leaf music.
The Nissan LEAF Orchestra performed in a series of videos with renditions of classic songs amid endangered trees where nearly a third of native species are facing extinction. The performance served as a reminder to listen to nature without featuring the Nissan LEAF.
THE CASE STUDY
THE PERFORMANCES
THE RESULTS
The performance led to a 53% increase in Nissan Electric Car online searches, doubling its Share of Voice against electric car competitors. It gained massive reach with 70% engagement, 1,085,670 PR values, and a reach of 1,944,860.
Best of all, the Nissan LEAF Orchestra sparked positive sentiments about Nissan and its commitment to nature and sustainability.
THE BUZZ
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CANNES LIONS
Shortlist/ Entertainment Lions for Music/ 2022
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CLIO MUSIC
Silver / Use of Music in Innovation / 2022
Bronze / Branded Entertainment & Content / 2022
Bronze / Use of Music in Film or Video / 2022
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CLIO
Shortlist / Film 61-seconds to 5 mins / 2022
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CAMPAIGN BRIEF ASIA
TBWA\SMP Philippines Spreads Sustainable Holiday Cheer with the Nissan Leaf Orchestra
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ESQUIRE
Enjoy This Rendition of Silent Night Performed by the Leaf Orchestra
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ADOBO MAGAZINE
Campaign Spotlight: TBWA\SMP spreads sustainable holiday cheer with Nissan LEAF Orchestra
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THE MANILA BULLETIN
Nissan Introduces World’s First Leaf Orchestra
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BRANDING IN ASIA
Check Out the Leaf Orchestra in Sustainability Campaign from Nissan
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PHILIPPINE DAILY INQUIRER
TBWA Spreads Sustainable Holiday Cheer with Nissan Leaf Orchestra