Why is this work relevant for Brand Experience & Activation ?

Nissan had the issue of its EVs not being 100% sustainable due to the fact that used EV batteries were being disposed. THE REBORN LIGHT was made from used EV batteries and recycled steel to provide light to people in areas without electric grids. Residents of the disaster-struck region experienced how Nissan's initiative accelerated other reconstruction works and changed their lives. Consequently, it raised Nissan EVs presence and the significance of EVs was recognized by the local residents and globally through news. Therefore, we believe this work is relevant for Brand Experience & Activation.

Background

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.

Describe the creative idea (20% of vote)

Nissan transformed the life cycle of EVs. Used EV batteries and body parts - changing from things that finished their role inside EVs to something that can be reborn and repurposed for people again. Nissan had the idea of “THE REBORN LIGHT.” Street lights were created by using 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.

Describe the strategy (20% of vote)

Although many car manufacturers are examining the way to recycle EV battery, it has not become an industry due to the high cost. Nissan considered that it will be more efficient to reuse batteries as a big rechargeable battery without separating and melting the battery. Also, focusing on the fact that battery is portable, we developed a new infrastructure by combining it with solar panel, allowing it to be used in any country and regions.

Describe the execution (30% of vote)

THE REBORN LIGHT doesn't 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 EVs. Assuming the frequent natural disaster in Japan, it will never fall even 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 infrastructure shortage in Japan. This light was placed at the National Route 114 in Namie-city, Fukushima – the town which was heavily damaged by the Great East Japan Earthquake. THE REBORN LIGHT changed the town of Namie from the most destroyed town in Japan to the most sustainable town in Japan.

List the results (30% of vote)

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, and brightened up the lives of the residents. 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.