X-Trail Mountain Rescue

This winter, TBWA\NissanUnited are thrilled to present the "Ride Responsibly" campaign and showcase Nissan’s commitment to creating meaningful societal change through innovative technologies. To promote the Nissan X-Trail Mountain Rescue prototype, powered by e-4ORCE All-Wheel-Drive technology, TBWA\NissanUnited created a 2-minute film, activation and supporting campaign.

We kicked off with a compelling film starring a mountain rescue team swiftly responding to aid a daring skier. In a surprising twist, the film reveals that the rescue team is not racing to save a skier, but to install a speed monitoring sign that encourages those on the slopes ‘SLOW DOWN’. A thought-provoking tagline concludes: "The best way to use a rescue vehicle, is making sure you never need to".

And that’s exactly what we did by installing several speed monitoring signs across one of Europe’s highest ski resorts in a world-first. With an onboard radar system adapted from Nissan’s Intelligent Safety features and a digital screen that displays reactive warning messages, we gave the familiar road sign a brand-new purpose – one that’s already coming to the rescue of thousands of skiers and snowboarders.

Making it all possible are the unique capabilities of the Nissan X-Trail Mountain Rescue, which enabled us to reach strategic sites that experience a lot of speed related accidents. This prototype is based on a modified X-Trail that includes snow tracks, higher ground clearance, a revamped interior with a full-length stretcher, sirens, winches and towing hooks.

In tandem with the film, a ski station billboard takeover across the Alps is promoting Nissan X-Trail e-4ORCE and reinforcing Nissan's dedication to technological innovation and social responsibility – whether it’s on the road or the slopes.