In partnership with Tate Modern, we commissioned six street artists from around the world to graffiti the outside walls of the Tate Modern. The first time the Tate had created an exhibition not within their walls, but on their walls! This trompe l’oeil transformed an artistic institution into an urban hub, allowing art to be accessible to all.

We hosted the live final of Nissan Qashqai’s Urban Challenge on the lawn of the Tate Modern, attracting thousands. Entrants included the world’s top 25 “free riders” competing for a coveted $250,000.

We immersed Nissan QASHQAI in all that was urban by supporting this event with an integrated media partnership across editorial, advertorial and ad space through print and digital. We held street art talks with highly influential artists, created a street art film series and provided walking and driving tours (in Nissan QASHQAI’s of course) of London street art.

The exhibition was the biggest event of 2008 in London, with 3 million visitors.In a market where car sales have declined by 30% year on year, Nissan QASHQAI has increased sales by 25% year-on-year.