The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Interactive Advertising / Environmental/Experiential - Campaign
URL
Click to launch
Annual ID
13048N
About the Work
Nissan wanted to launch the first 100% electric car into Australia. Problem was, most Australians had no idea the electric car was a reality. They thought it was just a thing of the future. In order to sell the Nissan LEAF, we needed to create a public discussion and experience around electric cars, with Nissan at the heart of the innovation. We set out to communicate that ? with the introduction of the new Nissan LEAF ? petrol could soon be a thing of the past.
We posed a simple, thought-provoking question: ?In a world without petrol, what do we do with the pumps??
We then took over 40 used petrol pumps transforming them into interactive everyday items such as fish tanks, gumball dispensers, disco balls and Pacman games.
We invited the public to play with them, at large interactive outdoor exhibitions in Melbourne and Sydney.
Every exhibition piece used near-field technology linking to more Nissan LEAF features online. The campaign had heavy PR support (through national newsmedia and hundreds of targeted blogs), online films, a dedicated website, FaceBook, Flickr, a YouTube channel, and print.
We posed a simple, thought-provoking question: ?In a world without petrol, what do we do with the pumps??
We then took over 40 used petrol pumps transforming them into interactive everyday items such as fish tanks, gumball dispensers, disco balls and Pacman games.
We invited the public to play with them, at large interactive outdoor exhibitions in Melbourne and Sydney.
Every exhibition piece used near-field technology linking to more Nissan LEAF features online. The campaign had heavy PR support (through national newsmedia and hundreds of targeted blogs), online films, a dedicated website, FaceBook, Flickr, a YouTube channel, and print.
2013 Awards
Total Points: 20
Green Pencil
Credits
Co-Agency
Eleven PR
Production Company
Will O'Rourke/The Glue Society
Art Director
Mark Jones
Creative Director
Scott Whybin
Paul Reardon
Damian Royce
Writer
Rob Hibbert
Agency Producer
Margot Ger
Digital Artist / Multimedia
Jayne McSwiney
Related Awards
