The desert season in the Middle East – October to March – is key for all those desert afficionados and it has been a crucial tentpole moment for Nissan to bring forward its off-road capabilities. But in a place in which every single billboard and hoarding is bigger than the next, how would we make one massive outdoor stand out and live in everyone’s phones?

Transform a massive 120mt long static offline hoarding into a canvas in which an online social video - with an impressive storytelling narrative – celebrated the spirit of the Nissan Patrol.

For more than 2 weeks, the 120mt long billboard was live in Citywalk, at the heart of Dubai. So our goal was first to get everyone familiar with the message and the spirit of the Nissan Patrol, to then unveil the Social Film that unfolds in it.

Turning an already extraordinary 120 meter outdoor in Citywalk, right in the heart of Dubai, into a state-of-the-art online experience was nothing short of an extraordinary endeavour. The computer generated visual delight was rendered over the course of 10 days and displayed a group of off-road afficionados driving the legendary Nissan Patrol in the UAE until they jump “out” of the billboard and into the main road.

The online film was viewed more than 5 million times in the first 24h, shared more than 50k times between fans and off-roaders, racking an impressive 130k positive comments, for an increased results estimate of more than 300%.