SEASON 10 RACE POSTERS
In the last Formula E season we collaborated with Spanish artist Juan Alcalá to create a series of illustrated race posters for every location in the calendar. The unique content quickly became a fan favourite across NISMO social channels.
Following the success of the posters in the previous season, we extended our partnership with Juan into 2024. However, we wanted to evolve the work and bring a new style, inspired by Nissan Formula E Team’s Japanese heritage. After discussing with Juan, we decided to combine his usual style with Japanese manga to create an evolved, distinctive approach for the new season.
The season started with an introductory poster to tee up a huge season for Nissan Formula E, with a new driver and the team’s first ever home race in Tokyo. For every race throughout the season we worked alongside Juan to create location specific posters, repeatedly bringing strong engagement and new followers to NISMO channels.
150,219 Engagements
1,233,082 Reach
MEXICO CITY: SORRY OUR FANS ARE CRAZY
Mexico City E-Prix is one of most exciting races on the calendar because of its fans. A Formula E study revealed that Nissan was the #1 rated team among these 40,000 motorsport-mad spectators.
To celebrate this, and in anticipation of fan-lead Nissan euphoria in Mexico City, we decided to apologise to the locals living near the circuit, because things were about to get noisy.
‘Sorry, our fans are crazy’, sees Nissan Formula E Team drivers visit the home of a frustrated resident who cannot understand the Nissan fans’ excitement for the race. She is presented with an exclusive pair of Nissan, cherry blossom branded ear defenders that allow her to be at peace whilst the on-track action unfolds outside.
TOKYO: GET COMFORTABLE, BUT NOT TOO COMFORTABLE
For the first Formula E Championship in Japan we made sure Nissan leant into its Japanese heritage to celebrate the tradition of Omotenashi (to wholeheartedly look after guests) by gifting a kimono to every team on the grid.
Partnering with Jun Nakamura, a Japanese fashion designer whose work has featured in Vogue, Wonderland, L’Officiel, and more, we created a bespoke kimono for each team on the grid encouraging them to ‘Get Comfortable, But Not Too Comfortable.’
This campaign allowed us to create content that not just stood out on a social feed, but also enabled us to go beyond the world of racing and secure coverage about the team in wider fashion and lifestyle media.
SHANGHAI: SMELL MY DUST
To celebrate the inaugural Shanghai E-Prix, a market where mainstream social media channels don’t exist, an approach was needed to reach local fans physically that would allow Nissan to establish its unique identity in a new race location.
Following a period of great success on track, Nissan Formula E team is bursting with confidence as they become a serious contender for the championship. Whilst it’s well known that wearing perfume can boost your confidence and mood,
So we created an exclusive fragrance: Smell My Dust. Mixed in Shanghai, the scent is Inspired by aromas of cherry blossom collected in Tokyo with undertones of tyre remnants gathered at preceding races. The perfume drives a deep association between the team and its Japanese motorsport heritage while capitalising on China’s booming Gen-z driven fragrance market.
DEPARTMENT OF FUTURES
Nissan is racing in Formula E to accelerate the development of its electric vehicles. There’s no denying that electrification is the future and the Formula E programme helps people see Nissan as an exciting and innovative brand that is also a leader within the category.
However, Nissan is facing a key challenge. Young people are falling out of love with driving. The brief for this campaign was all about bringing back the excitement of driving, focussing on the next generation, and positioning Nissan at the forefront of an electric future.
Department of Futures sees a group of committed young people take charge over Nissan Formula E Team. Their job is to check in on the team’s progress towards its electrification ambitions. By putting young people in the driving seat of the team’s progress, Nissan shows that it is committed to the future of electrification and is already listening to the next generation of drivers.
The campaign lives predominantly across social media with a series of hero films and campaign imagery supported by a suite of additional social content.
LET HIM COOK
Season 9 of the ABB FIA Formula E World Championship didn’t give Nissan fans much to cheer about and studies were showing that Nissan was losing relevance amongst younger audiences.
Formula E is often seen as the inferior version of Formula 1, but we knew we could play a part in changing this mindset and so, our ‘Let Him Cook’ series was born.
This series allowed us to target the very core of Nissan’s young audience, providing them with thumb stopping transitions across all social channels. Every transition was just as unique as the next with an unpredictable element, ensuring we garnered unprecedented engagement on Nismo channels.
It became a staple of our race weekend content, leading to incredible results:
37.9M impressions
$345K in advertising value
Grown our fanbase by 57% (from 1.1M to 1.8M).
And best of all…F1 teams went on to copy us.
NISMO THRIFTED
To celebrate the first ever Portland E-Prix, in collaboration with Nissan Formula E and esteemed sustainable fashion designer, Mia D’Amato, we created a streetwear collection that is made entirely from upcycled and recycled decades old Nissan racewear. To support the launch of the collection, we created a unique vintage-looking digital campaign that showcases the inventive original designs in a lively and nostalgic film narrative, the work shows the authenticity of Portland as a city that is sustainably conscious.
FEEL ELECTRIC FESTIVAL
To celebrate the arrival of the Nissan Formula E team in London for the final race of the 2023 Season, we transformed the iconic 110 The Queen’s Walk Building into a giant 150 foot tall cherry blossom race helmet.
Utilising its unique architecture and uncanny resemblance to a racing helmet, this is the first time anyone has projected from across the Thames onto the famous building. Using innovative motion video mapping and the Nissan race livery colours we were able to give the illusion the helmet was racing, adding to the dramatic impact.
The projection was the culmination of Nissan’s ‘Feel Electric Festival’. Running in Covent Garden throughout race week, the event included a cherry blossom garden, live kabuki performances, a special menu and cocktails from SushiSamba alongside racing simulators in the Formula E Lab. To promote the Festival, we took over Central London with out of home posters in the London Underground and a Metro newspaper cover wrap, along with an AR Filter and social content across Nissan’s channels.