Nissan: Thrill Lab - Campaign

When Nissan launched the Juke, TBWA London's Built To Thrill campaign focused on how the car's design had been influenced by extreme sports vehicles like dune buggies, quads and jet skis. Briefed to write an amplification campaign, Colin McKean and I came up with the Juke Thrill Lab. 

Based around a website offering visitors the chance to win unique thrilling experiences, the idea was that while participants were having the time of their lives, Nissan would be able to analyse what made each experience so exciting, with the intention of channeling the findings back into their car design.

Enlisting the help of Professor Brendan Walker, described as 'the world's only thrill engineer', we attached electrodes to stunt drivers, hurled Goodwood visitors out of a simulated plane, sent middle aged folk careering round Silverstone in a Juke with a 3.8 litre twin-turbo V6 GT-R engine, and flew some exceptionally lucky competition winners to Morocco to hoon about the dunes in a Predator dune buggy.