Title | THE REBORN LIGHT |
Brand | NISSAN MOTOR CO., LTD |
Product / Service | THE REBORN LIGHT |
Category | F02. Environmental / Social Impact |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA\HAKUHODO | Chief Creative Officer |
Takahiro Hosoda | TBWA\HAKUHODO | Executive Creative Director |
Tetsuya Umeda | TBWA\HAKUHODO | Creative Director |
Yuhei Ito | TBWA\HAKUHODO | Art Director |
Sasuke hatao | TBWA\HAKUHODO | Designer |
Shohei Ooishi | TBWA\HAKUHODO | Copywriter |
Tomoko Kasugai | TBWA\HAKUHODO | Copywriter |
Takumi Sekiya | TBWA\HAKUHODO | Planner |
Kobayashi Hideyuki | TBWA\HAKUHODO | Public Relations Planner |
Shoutarou Shiba | SPICE INC. | Designer |
Takuma Fujii | TBWA\HAKUHODO | Account Director |
Erika Ikeda | TBWA\HAKUHODO | Account Director |
Ryosuke Kanai | TBWA\HAKUHODO | Account Executive |
Kyoka Hayashi | TBWA\HAKUHODO | Account Executive |
Tomohiro Umeyama | TBWA\HAKUHODO | Agency Producer |
Toshio Hiratsuka | MIRAI-LABO CO., LTD. | Project Manager |
Raita Hiratsuka | TBWA\HAKUHODO | Project Manager |
Aki Shimazaki | TBWA\HAKUHODO | Project Leader |
Kentaro Tsukamoto | TBWA\HAKUHODO | Producer |
Ikuma Ara | TBWA\HAKUHODO | Director |
Ai Kamiyama | GEEK PICTURES | Production Manager |
Goshi Maki | Hakuhodo i-studio | Project Manager / Producer |
Tetsu Agatsuma | Hakuhodo i-studio | Web Director |
Hiromi Seo | Hakuhodo i-studio | Web Director |
Toshihide Murata | Hakuhodo i-studio | Interactive Planner |
Shoko Nagata | Hakuhodo i-studio | Designer |
Shinji Nishikawa | SnowRobin Inc. | Engineer |
Rui Goto | HAKUHODO PRODUCT’S INC. | Producer |
Kaede Okuno | HAKUHODO PRODUCT’S INC. | Producer |
Takaya Sakano | Sakano Takaya Photos office | Photographer |
Yosuke Mochizuki | tecono | Retoucher |
Jun Miyamoto | tecono | Retoucher |
People believe that EVs are sustainable but it's not completely true.Although EV uses high-performance batteries, they have battery life, and batteries that reach their end of life get discarded. Together with batteries, EV's sophisticated body parts are also disposed.EV batteries and body parts could have been repurposed after they finished serving in EVs."Making EVs 100% sustainable." This was the major challenge we and our client embarked on.
Nissan has redesigned a new life cycle of EVs. Nissan transformed EV batteries and body parts - from things that finished their role in EVs to something that can be reborn and repurposed for people again. Nissan had the idea of “THE REBORN LIGHT.” Street lights that could be used in areas without electric grids were created from discarded EV batteries and body parts. EV continues to illuminate streets and drivers after it's reborn. The more people drive EVs, the more this light will be placed in cities and streets to illuminate people's lives. EV is now 100% sustainable, recycled and transformed into new environmentally friendly lights.
THE REBORN LIGHT does not require electrical power source. Its energy is reserved during daytime using EV and solar power and illuminates at night. The main body of the light is made from recycled steel of EV. Assuming the frequent natural disaster in Japan, it will never fall under earthquakes and typhoons and its strength is secured based on calculated design. As this light can reserve energy, even if there is no sunlight for five consecutive days, it is able to illuminate for 365 days. Nissan decided to place this light in a place that is experiencing the most electricity shortage in Japan. This light was installed on the National Route 114 in Namie-city, Fukushima – the town which was seriously damaged by the Great East Japan Earthquake.
THE REBORN LIGHT has supported the full-scale recovery of the National Route 114 in Namie-city that was dark and inconvenient. The improved conditions of the National Route 114 contributed to the facilitation of reconstruction works in Namie-city. THE REBORN LIGHT developed a new eco-system of EV battery reuse and proved EV’s amazing potential to the world, which helped to increase the understanding of EV significance by 12 %. More than 20 regions showed interest in this light and made inquiries about its installation. Nissan plans to further expand this project and take it beyond Namie-city as well.