Nissan Qashqai has partnered with Vice to launch a six-part video series which aims to provide young people with useful mental tools for success.
The six-part series, called Illuminated, will explore the obstacles in young people’s careers and aims to demonstrate how technology and psychology can assist people to follow their passions.
The series will follow two content streams, Mind and Matter. Mind will examine the psychological roadblocks millennials face such as imposter experience and fear of failure, while Matter will share short masterclasses.
The series features Attica chef Kylie Millar, NASA collaborator and body architect Lucy McRae, and Australian dance-punk duo DZ Deathrays.
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Rebecca Williams, general manager of brand and communications at Nissan Australia said: "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.”
Hannah Murphy, senior strategist at Vice in Australia and New Zealand added: "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."
The series, which was created by Dentsu Aegis, will be amplified across Vice's digital and social channels.