At its core, this campaign was a celebration of Australia’s off-road culture. The 4×4 communities who camp under stars and see the outback as a proving ground became the heartbeat of the story. Real enthusiasts brought raw emotion, grit, authenticity, and brand affinity that no scripted film could match, all part of an integrated campaign that kicked off with a hunt and culminated in a 30-second TV spot.
15" Online teaser
The clues
Prospective finders were given a series of cryptic clues to help them uncover the state, region, and exact area in which the car was hidden. Deciphering the clues was made all the more difficult by the fact they were overseen by Oscar Pearce, competitive GeoGuessr and Australia's representative at the GeoGuessr World Cup.
Oscar's process
The hunt
More than 1,000 Australians featured in video entries.
Directed and produced by Jonathan Kneebone at The Glue Society, the new Nissan Patrol was hidden in South Australia’s Bendleby Ranges, a fifth-generation, 33,000-acre, working sheep station with more than 200 kilometres of 4WD tracks.
Five teams were chosen and flown directly to the Flinders Ranges, where they competed in the ultimate, adult version of finders keepers.
Activation film
The campaign
The activation was rolled out into an ongoing campaign, including a 30” TV spot and out of home.
30" TVC
