VICE + Nissan launch six-part video series around millenial mentorship via Dentsu Aegis Network
Youth media company VICE, with Dentsu Aegis Network, have today launched Illuminated, a new six-part video series–presented by Nissan’s popular small SUV, the Nissan QASHQAI–which focuses on giving young people useful mental tools for success.
Broken into two streams, Illuminated will focus on mind and matter, exploring common hurdles in young people’s careers, and demonstrating how technology and psychology can help them move forward and follow their passion.
The Mind series of videos will examine the psychological roadblocks millennials face, providing a fresh perspective on how to overcome them–covering concepts like Imposter Experience and Fear of Failure. Matter will be a series of masterclasses designed to help young Australians navigate their path to success more easily. At under two minutes, they will be short, sharp and invaluable for time-poor millennials.
Illuminated kicks off with chef Attica and Mastchef’s Kylie Millar, followed by Ted Talks/NASA collaborator and body architect Lucy McRae, and popular Australian dance-punk duo DZ Deathrays.
Illuminated will be amplified across VICE’s digital and social channels, including Snapchat Discover.
Says Rebecca Williams, general manager brand and communications at Nissan Australia: “Too often when marketers think of digital marketing the focus is entirely on direct response marketing or programmatic offerings. While these are important tools in our arsenal we are also excited by the opportunities digital platforms present for branding. Through content partnerships, such as the one we have undertaken with VICE, we can tap into an authentic voice to add value and create meaningful connections with our audience.”
Says Hannah Murphy, senior strategist, VICE AUNZ: “At VICE we aim to give our readers a unique point of view on the issues that matter to them. There’s already so much career advice out there, and still many young people feel paralysed in taking their next step. So rather than telling our audience more of what they could and should be doing with their careers we decided to tackle the psychological roadblocks that stop them from following their dreams instead.”
2 Comments
What does any of this have to do with Nissan? Why do people keep giving money to VICE to produce content that is either totally unrelated to their product, just plain terrible, or both?
Wow this is as dull as Vice’s ratings. SBS please be a public broadcaster you are great at that but really shxt at being an agency.