When launching the latest Pathfinder model, Nissan & BET partnered with legendary hip-hop producer Just Blaze to kickoff #NextUp: a contest seeking out the next generation of music producers. After hundreds of submissions, the top three contestants earned mentorship and studio time with Just Blaze to create a new track side by side. The winning premiered during the BET Hip-Hop Awards, changing one lucky producer’s life forever.
Client: Nissan Type: TV, OLV Reach: 8.2pt lift in BR

We announced the contest with a 30s TVC, followed by longer form OLVs to get the word out about the collaboration.

tvc / olv

We announced the contest with a 30s TVC, followed by longer form OLVs to get the word out about the collaboration.

case study

The #NextUp, Just Blaze partnership was part of a larger push with Nissan to expand their relationship with Black creators.

The #NextUp, Just Blaze partnership was part of a larger push with Nissan to expand their relationship with Black creators.