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Nissan’s 3D Water Show makes a huge splash at the MIA Awards

Nissan and OMD won two Golds, and « Best of Show », the most prestigious award of the year, at the Media Innovation Awards (MIA), an annual event held last week in Toronto. These awards were presented to highlight the best of creativity and innovation in media during the past year. The 2013 Altima 3D Water Show, creative by TBWA/Toronto, was activated by Newad in several Canadian cities on July 1st.

In addition to winning the “Best of Show” award, the campaign won Gold in the Innovation / Experiential / Special Event / Stunt category, and Cars and Automotive Services category. “We are so honored to have our innovative work recognized by one of the most prestigious and important media industry awards programs in Canada,” said Judy Wheeler, Director of Marketing at Nissan Canada Inc. “Innovation is at the heart of everything we do at Nissan from designing and building cars featuring technologies unexpected within their segment, to the way we advertise and bring them to market. As the first to incorporate this creative new technology into our marketing activity, we’re able to further engage with consumers who appreciate being entertained and informed at the same time”.

The Making of the 3D Water Show

As soon as the Canada Day fireworks came to an end in Ottawa, Toronto, Halifax and Vancouver, spectators were simultaneously surprised by a 2013 Nissan Altima 3D Water Screen Projection. For the hundreds of thousands of Canadians in the attendance, the effect was as unexpected as it was striking. Submerged nozzles sprayed a thin fan of water onto a screen that worked by diffusing light and image projections towards the audience. OMD and Newad worked together to bring this “first-to-market” experience to life, which was as unique and cutting edge as the 2013 Altima. TBWA/Toronto created the trailer that leveraged Nissan’s innovation and made the most of this complex technology. "This project was a welcome challenge for us" said Allen Oke, Executive Creative Director at TBWA/Toronto. "Rather than just put a film up onto the water spray, we worked with a film company to maximize the effect of the 3D aspect to its fullest, taking in account the depth of field and speed of action.  All the while, delivering an entertainment that felt relevant to all four locations.  This, in turn, became content that people filmed, uploaded and shared in great amounts".

In this case, a picture really is worth a thousand words. A 70-second video recording of the projection is available at

“Karena Phidd, Group Director of Strategy at OMD approached Newad to collaborate in the creation of this innovative brand activation for Nissan Canada. This initiative was perfectly in line with our expertise in developing 360 campaigns to reach key target segments in Canada. We would like to thank our teams and congratulate OMD, TBWA/Toronto and Nissan for their audacity and creativity” adds Lino Ricco, Vice-President & Regional General Manager – Central Canada.

About Nissan Canada

Nissan Canada Inc. (NCI) is the Canadian sales, marketing and distribution subsidiary of Nissan Motor Limited and Nissan North America, Inc. With offices in Vancouver (BC), Mississauga (ON), and Kirkland (QC), NCI directly employs 250 full-time staff. There are 180 independent Nissan dealerships and 30 Infiniti retailers across Canada. A pioneer in zero emission mobility, Nissan made history with the introduction of the Nissan LEAF, the first affordable, mass-market, pure-electric vehicle and winner of numerous international accolades including the prestigious 2011 European Car of the Year and World Car of the Year awards.
More information about Nissan in Canada and the complete line of Nissan and Infiniti vehicles can be found online at and

About OMD

OMD Worldwide ( is a leading global media communications agency, with more than 8,000 employees across 100 countries serving the world’s high-profile brands.  OMD provides a range of services globally including communications strategy, media planning and buying, digital execution, content creation, entertainment marketing, sponsorship and brand analytics.  OMD is recognized for its global footprint, strategic integration and creative innovation. It has been acknowledged as Most Creative Media Agency by The Gunn Report for an unprecedented six consecutive years, Adweek Global Media Agency of the Year for 2008, 2009 and 2011; and  2002, 2005, 2009 and  2011 Media Agency of the Year by Advertising Age.  OMD Worldwide is a unit of Omnicom Media Group, the media services division of Omnicom Group Inc. (NYSE: OMC).

About TBWA Worlwide

TBWA Worldwide ( creates Disruptive Ideas expressed through Media Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, Energizer, Four Seasons, GSK, Henkel, Infiniti, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank and Singapore Airlines. TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by Advertising Age in 2010 as the “Best International Network of the Decade.” TBWA has 274 offices in 100 countries and over 11,000 employees worldwide.

About Newad

Newad reaches the highest concentration of the Young & Affluent in Canada by guiding millions of consumers to four targeted platforms: Indoor, with 21,500 digital and classic boards in over 3,000 establishments and 36.5 million impressions delivered each week; Experiential Marketing, with the production of 250 promotional events per year; Publishing & Content, with numerous Web properties reaching 450,000 visitors each month and the production of branded content (photos & videos, mobile applications, contests, social media management, white label content); and Web, including the Newad OnLine advertising network delivering, each month, 125 million pages views and 7.4 million visitors. Recipient of many prizes rewarding its creativity and innovation, Newad’s 350 employees set the trends in its Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.


Marie-Christine Fournier
Director, Marketing & Communications
1 866 899-6685