For 10 years, Formula E has been trying to secure an E-Prix in Japan, and this season it has finally succeeded. As the only Japanese team on the grid, Nissan is celebrating the momentous occasion by partnering with Dark Horses to create the campaign “Get comfortable, but not too comfortable.”
Embracing the Japanese concept of Omotenashi - to wholeheartedly look after one’s guests - Nissan is extending a warm welcome to all teams by presenting them with bespoke kimonos, but also the message that while the other teams are welcome, Nissan is still there to win.
The kimonos were designed by up-and-coming highly-talented Japanese fashion designer Jun Nakamura (@Ju_nna_), who hails from Kyoto and is fresh from a successful show at London Fashion Week, which featured on the pages of Vogue and Elle.
The campaign is supported by a beautifully shot film featuring the designer explaining the concept of Omotenashi while bringing the Kimonos to life.
Nakamura has put a modern twist on traditional clothing by using the teams’ visual identity, livery and race suits as inspiration. The kimonos pay homage to Nissan's Japanese heritage while embodying modernity and sophistication.
Nissan is looking to change brand opinion among tomorrow’s car buyers, specifically those under the age of 35. The Nissan Formula E team is the perfect vehicle (no pun intended) to target this audience.
The idea follows a similar recent campaign supporting the Mexican Formula E race, where Nissan gave ear defenders to residents who live near the racetrack on the day of the race to drown out, not the noise of the cars, but the celebrations of the fans, who are well known to be the loudest and craziest in the world.
Matthieu Rouxel, Marcomms Manager Nissan Formula E Team said: "This race marks a significant moment in Nissan's history, and we're thrilled to celebrate it with the world.Our collaboration with Dark Horses underscores our commitment to daring to do what others don't, encapsulating the essence of Nissan. With a blend of tradition and innovation, Dark Horses has once again proven its ability to deliver compelling and impactful campaigns that resonate with audiences worldwide.
Adam Burns the Creative Director at Dark Horses, said: “Get comfortable, but not too comfortable” allows Nissan to be creative and playful while also being celebratory, stay true to its cultural roots and keep its competitive edge. And the kimonos really do look stunning. We’re looking forward to seeing them all around the pit lane.”
Further information
Nissan made its all-electric racing debut in Season 5 (2018/19) of the FIA Formula E Championship, becoming the first and only Japanese team to enter the grid. Nissan is a world-leading expert in the design and manufacturing of exciting all-electric vehicles. The ambition is to achieve carbon neutrality across its operations and the life cycle of its products by 2050, and intends to electrify all its new vehicles by the early 2030s in key markets.
The Formula E Championship will take place in Tokyo for the first time in its history. A monumental moment for Nissan as the home team on the grid. The 18-turn, 2.582km street circuit will surround the Tokyo International Exhibition Centre.
Formula E’s track design experts are confident the circuit will deliver a challenge for the 22 drivers in the series, while providing maximum excitement and entertainment for fans at the race and TV viewers tuning-in around the world.
