NISSAN PROJECT 370Z

STRATEGY
Make the 370Z enthusiast community feel seen: the world’s first sports car built by social media.

OVERVIEW
The comments section is the most opinionated, unhinged place on the internet. Nissan 370Z enthusiasts are no different. We decided to marry those two things and build a car with them. The closest thing to an analogue solution for the digital world.

EXECUTION
On Facebook, we asked the community what they wanted in the car. For each stage, we tallied the results and the most popular parts won. Then we made content of us building each part into the car, piece by piece, testing performance through a battery of real-world tests and revealing the finished car at an enthusiast event.

Motor Trend picked up the story for an episode of their show, The Downshift.

RESULTS
The success of the campaign led to a global initiative from Nissan to create a project vehicle the same way every year going forward.

Role: Senior Art Director, TBWA Chiat Day
Director: Ryan R. Browne