Nissan was looking for a unique way to launch three new models, the Murano, 350Z Roadster and Pathfinder while also launching the company's 'SHIFT_' programme, which aims at 'shifting' attitudes about the brand.
Sprout was tasked with creating an event for both journalists and their families in the grounds of Highclere Castle that would launch the new models as well as capture the essence of the 'SHIFT_' ethos.
Guests were transported to the site in a series of Pathfinder vehicles before entering the reception tent where they dressed up in feather boas, top hats, wigs and masks as if they were circus artistes. The main arena was decked out in an underwater theme with inflatable seahorses, anemones and fish.
A selection of zones reflected key product messages through different activities, each relating to the SHIFT_ concept. Circus-style food was served from trays decorated with coral, sea shells and seaweed.
The event finale featured a juggling act involving the children, and a film scene from Jaws on the main stage. Finally, the climactic ending involved acrobatic stunts, martial arts and dance with state of the art electronic props and pyrotechnics.
SILVER - Harry Potter and the Prisoner of Azkaban DVD and video launch
To launch the latest Harry Potter DVD to the press, Imagination needed to create an event that guests would remember while catering for film executives, celebrities and competition winners.
More than 800 guests attended the event at the Society of the Middle Temple which was themed as Hogsmeade Village and Hogwarts school. Steaming cocktails and canapes were served while magicians, face painters and live owls entertained. Despite a smaller budget than before it generated more than $9.5m of US press coverage.
GOLD Agency: Sprout Client: Nissan Event: SHIFT_Circus SILVER Agency: Imagination Client: Warner Home Video Event: Harry Potter and the Prizoner of Azkaban DVD & Video launch FINALISTS Agency: Citigate Broadsheet Client: T-Mobile UK Event: The New Earphones Launch Agency: Sprout Client: Renault F1 Team Event: Renault F1 Launch 2005 Agency: TRO Client: Mini UK Event: Mini at the Motorshow