DEFY ORDINARY
CLIENT
NISSAN
TYPE OF CLIENT
AUTOMOTIVE
CATEGORY
Campaign, Strategy
PROBLEM
In a region known for ambition, car brands had become emotionally flat—talking specs instead of sparking inspiration.
IDEA
Reposition Nissan as more than a carmaker—as a mindset. One that empowers people to defy expectations and live extraordinarily.
STRATEGY
Use emotional storytelling and bold activations to connect with diverse audiences—from first-time drivers to brand loyalists—while embedding the ethos across every business touchpoint.
EXECUTION
Launched on Emirati Women’s Day, the campaign featured groundbreaking moments: snow in the desert, dune-bashing CGI in cities, and empowered internal culture—turning “Defy Ordinary” into a movement.
RESULTS
500M+
Global Views
Massive global reach across 5 continents—one of Nissan’s most-watched campaigns ever.
8
Guinness World Records
From massive tree-planting drives to performance feats, the campaign broke records—literally.
250+
Defy Ordinary Champions
Internal culture transformation with over 250 employees becoming brand ambassadors.
20M+
Engagements
Audiences didn’t just watch—they participated, creating content, sharing stories, and joining the movement.