Infiniti Canada, a division of Nissan Canada Inc., has partnered with kubik to leverage Infiniti’s exclusive automotive sponsorship of the world-famous Cirque du Soleil in support of the launch of the new Infiniti EX.
kubik has created a series of Salons that will be taking place across Canada for up to 1000 Nissan Infiniti owners and prospective owners. The evenings will combine the invigorating, expressive, intelligent and distinctive performances of Cirque du Soleil with an innovative reveal of Infiniti’s newest model.
“Infiniti is very proud to be a sponsor of Cirque du Soleil as both our brands embody great design, performance, beauty, refinement and precision,” said Danny Burns, National Marketing Manager, Nissan Canada. “kubik has taken both of these brands and combined them in a very special way to create a magical evening and the perfect setting to reveal our newest model, the Infiniti EX.
A very special performance from Cirque du Soleil will precede the reveal of the all new EX at three cities across Canada. Once the performance is complete, the lights will go down, the music will intensify and the reveal will begin. Playing on the peak design in the Infiniti logo, kubik designed a massive 16′ fabric pyramid to cover the all new Infinti EX. With a series of pullies, the pyramid will invert, turning itself inside-out from the centre point until it is effectively pointing down over the top of the vehicle. As all of this is happening, an additional two EX vehicles will be driven out from the mist into the stage area where they will be joined by a Nissan Infinti spokesperson who will talk about the new EX. During the presentation, a series of images will be projected onto the inverted pyramid showcasing the elements of the EX for the audience to see.
We have worked with Nissan and Infiniti for some time, but this is one of the first projects where we’ve moved beyond a standard exhibit environment, said Elliot Kohn, Chief Operating Officer and Principal, kubik. The opportunity to work with Cirque du Soleil gave our creative team the perfect showcase to create and execute an unforgettable experience for Infiniti’s customers and to demonstrate the full range of services that kubik can offer.