A Creative Crossover

INFINITI, Cirque du Soleil Activation, Canada

The launch of INFINITI’s newest model, the exhilarating EX crossover series called for a special and unique partnership. INFINITI chose the world-famous Cirque du Soleil as the perfect partner for such an exciting new product. It was up to kubik to create an immersive brand experience to reveal the new vehicle that was equally as creative and exciting as the brand collaboration.

kubik leveraged the drama and excitement of a Cirque performance to stage an unforgettable unveiling of INFINITI’s newest compact luxury crossover vehicle.

kubik took inspiration from the INFINITI logo’s “peak” design and created a dramatic 16-foot, four-sided fabric pyramid used to conceal the EX until the unveiling. The reveal saw the corners of the pyramid swept upwards as if by magic, causing the now inverted pyramid to serve as four large projector screens. By the end of the campaign, over 1,000 INFINITI owners and potential customers across three Canadian cities were treated to this live brand experience.

Gold, Best B-to-B Hospitality Event, Event Design Magazine

Silver, Best Entertainment Sponsorship, Event Design Magazine

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