NISSAN

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.