TBWA, Tool Craft Passion Genome Campaign Extension for Nissan

By Erik Oster 

TBWA\Chiat\Day LA and Tool have created a neat social extension of the TVC from a couple of months ago to promote the Nissan 2014 Versa Note.

The Passion Genome site allows users to “see the passions they share with their friends illustrated in a Passion Portrait, a personalized, interactive visualization of themselves.” How does that work exactly? Well, basically you link your Facebook account to the site so it can analyze your info and you choose a photo to represent yourself. It didn’t work so well for me, but then I don’t have any decent portrait shots on Facebook (my profile pic is currently a sloth astronaut).


Nissan seems very excited about the project as Jon Brancheau, VP/marketing for the automaker’s North American ops, says in a statement,”The Passion Genome displays passions and connections in an extraordinary and fascinating way, and we at Nissan can’t wait to see how it resonates with everyone who explores it.” The project was inspired by the idea that the 2014 Versa Note has a “sculpted, modern look” that “reflects the active lives of its target buyers.” That may be a bit of a stretch, but that’s no matter. People will share this on Facebook and spread awareness for Nissan. Especially because if you share your Passion Portrait on Facebook or Twitter (using the #PassionPortrait hashtag) you could win one of eight $1,000 gift cards from Amazon.com and have your portrait featured on PassionGenome.com. Go try it for yourself, and feel free to link to your Passion Portrait in the comments section. Credits after the jump. Versa Note – Passion Genome Credits

TBWA\Chiat\Day Los Angeles

Global Creative President: Rob Schwartz

Creative Director, Americas: Tito Melega

Creative Director, Americas: Karl Dunn

Associate Creative Director: Eze Blaine

Senior Art Director: Chase Madrid

Art Director: Chris Mizutani

Writer: Jason Rivanis

Managing Director: Peter Bracegirdle

Digital and Social Account Director: Craig Werwa

Management Supervisor, Social: Kim Harris

Account Supervisor, Social: Shawn Hartwig

Assistant Account Executive, Social: Kayla Sanderson

Senior Digital Strategist: Kyle Luhr

Social Media Manager: Natalie Gomez

Social Media Manager: Ashley Bunce

Executive Director, DAN LA: Jason Clement

Director of Digital Production: Peter Bassett

Director Creative Technology: Ricardo Diaz

Executive Digital Producer: Brian Jarmon

Digital Producer: Kristin McCarron

Technology Manager: John Byrne

Senior Developer: Gevorg Ablabutyan

Executive Business Affairs Manager: Robin Rossi

Asst. Business Affairs Manager: Nora Cicuto


Tool of North America

President: Brian Latt

Managing Partner, Digital: Dustin Callif

Head of Digital Production: Joy Kuraitis

Creative Technologist: Bartek Drozdz

Senior Developer: Patrick Gunderson

Developer: Richard Mattka

Developer: Josh Beckwith

Associate Creative Director: Michael Sevilla

Motion Designer: Seth Benson

Digital Producer: Simi Dhillon

Sound Design: Plan8

Motion Design: Saddington Baynes