A historic brand experience that’s half a century in the making.

THE BACKSTORY

In 1971, Edgar Herman drove into history with the Nissan 240z by winning the East African Rally - the toughest rally ever. In time, the 240z became a cultural icon that was celebrated by millions across the world and found its way into museums, films, tv series, comics, music and more.

THE CONTEXT

In 2021, Nissan launched the new Juke Hybrid on the 50th anniversary of the legendary rally in. So, we saw an opportunity and commissioned a concept artist to redesign the new Juke with the DNA of the 240z. An image of the creation was then ‘leaked’ online and the response was instantaneous - communities of Juke fans went wild.

THE IDEA

Facing an ever-growing chorus of excitement, we took customer engagement to the next level and actually built the Juke Rally Tribute – essentially creating the first car produced by a single social conversation. R16 tires, safety frame, roof lights and twin exhaust pipes, we did it all and launched the legend by inviting journalists for the ultimate test run where the story began.