
DRIVE MYSELF PROJECT: Co-Creating Future Mobility with NISSAN and the Next Generation
Outline
Since its founding in 1933, Nissan Motor Co., Ltd. (hereinafter referred as Nissan) has continued driving innovation to enrich people’s lives while delivering exciting driving experiences and groundbreaking technology under the core principle of “Do what others don’t dare to do.”
This time, Nissan aimed to deliver its brand promise, “Innovation for Excitement” to the next generation. To achieve this, Nissan launched the DRIVE MYSELF PROJECT, a co-creation initiative exploring future lifestyles with the next generation. This project was achieved in collaboration with Loftwork and GEKI Co., Ltd.
Three initiatives within the DRIVE MYSELF PROJECT explored the excitement of an unknown future through co-creation with the next generation. The DRIVE MYSELF PROJECT further aimed to amplify empathy for the Nissan brand by encouraging participants to share their experiences organically through social media, expanding the circle of engagement.
By creating a space to envision and prototype the future of mobility together with young members of the next generation, opportunities for value exploration and meaningful communication were established. (Video Production: GEKI Co., Ltd.)
Challenge
A Brand message that expands circles of empathy, not just direct promotion to the next generation
As future leaders of society with their unique values, the next generation represents an important stakeholder group for many companies and organizations. Branding projects targeting this generation are being actively explored across various industries.

On the other hand, digital-native young people tend to unconsciously filter out advertising-like designs created by companies, showing a high sensitivity to whether content is “authentic.” Therefore, it was necessary to adopt non-advertising promotional methods to reach the next generation and other young people.
In the DRIVE MYSELF PROJECT, a co-creation initiative was carried out where participating young people could experience Nissan’s brand promise, “Innovation for Excitement” The goal was for the participants to share their own “real” and “natural” experiences, which they had personally encountered to expand the circle of empathy further, thereby promoting deeper engagement with the brand promise.

Specifically, while centering around Nissan’s brand goals and corporate purpose, three key initiatives were launched: the“Creative Discovery Challenge” “Redesign Mobility Ideathon,” and “Lifestyle Prototyping.” The next generation was seen as a “partner in exploring the value of mobility,” and, while exploring new values, the brand promise was communicated.

Project
1. Lifestyle Prototyping
In LIFESTYLE PROTOTYPING, we combined NISSAN’s perspectives and technology with SAMPO Inc.‘s commitment to mobility and lifestyle possibilities, creating a mobile house that embodies future lifestyles.
By sharing the processes and prototypes from three months of co-creation activities with the next generation creators, the project proposes enriched ways of living for the future while embodying and communicating the brand promise.
The prototypes created as part of this project were exhibited in the “Tokyo Future Tour,” an organizer program of the JAPAN MOBILITY SHOW 2023. Through this exhibition, the initiative showcased the untapped potential of mobility and the vision behind co-creation.
“Lifestyle Prototyping” Promotion Video
2. Redesign Mobility Ideathon
During this Ideathon, 22 diverse participants from the next generation will collaborate to take on the challenge of designing innovative mobility concepts as they aim to create unique mobility experiences under the theme of “mobility that enriches our lives.”
On the event day, participants were divided into seven groups for group work and presentations. Before and after the sessions, attendees engaged in Input Talks by Nissan professionals with extensive experience in automobile development, discussing the evolution of cars and mobility technologies. Additionally, Inspiration Talks were held by up-and-coming creators, sharing insights about their sources of motivation and visions for the future of mobility experiences. Each group deepened their understanding and imagination about cars and mobility, refining their ideas throughout the process.
Feedback from participants highlighted an increased interest in Nissan’s technologies, as well as a growing curiosity about automobiles and mobility. Many expressed a strong desire to bring their ideas to life. By exploring ideas with the next generation and supporting their activities and passions, the initiative helped deepen their understanding and interest in Nissan’s technologies and brand promise.
Ideathon Guest Speakers
Director at OryLab Inc.
Ory Yoshifuji
arca Inc. President/ Creative Director
Asako Tsuji
General Manager, NISSAN
Advanced Vehicle Engineering
Redesign Mobility Ideathon Promotion Video and Participants Interview
3. Creative Discovery Challenge
The CREATIVE DISCOVERY CHALLENGE gathered creative ideas and clever innovations that embrace the theme of “bricolage,” meaning “making do with what’s at hand” to use people’s own unique perspective to enhance our everyday lives. By using the open collaboration platform AWRD, a wide range of ideas for products and services were solicited. As a result, 200 submissions were received from both domestic and international participants during the two-month application period.

By setting the theme of bricolage, a concept closely related to Nissan’s brand promise, the company was able to widely share its core philosophy with society. Moreover, the collection of works connected to the brand promise from around the world helped clarify the contours of the values Nissan aims to propose, making this a significant achievement.
Read more about the “Creative Discovery Challenge”
*This article is in Japanese only
Media
To communicate the three initiatives—“Lifestyle Prototyping,” the “Redesign Mobility Ideathon,” and the “Creative Discovery Challenge”—and their outcomes to the next generation and society, communication tools were created and utilized in collaboration with GEKI Co., Ltd.
Website

Social Media Outreach

Video Production
Videos documenting the prototype creation process and comments from the next generation participants in the ideathon were produced and shared on YouTube. The video production was handled by GEKI Co., Ltd.
Outcome
The project, launched as a branding initiative targeting the next generation, not only achieved its initial goal of building a network for future next-generation co-creation but also contributed to internal branding within Nissan.
Building a network for next-generation co-creation through voluntary outreach
As designed in the project’s theme of “expanding the circle of empathy,” many participating next generation members shared their thoughts on the project via social media. Some even took the initiative to create teaser videos, leading to an active wave of outreach.
Through the project, Nissan has supported the activities of the next generation, fostering deeper relationships with them. This network of next-generation individuals who resonate with the brand is expected to become a valuable asset for future co-creation and community building.
Driving mindset change and enhanced engagement among employees and engineers

At the JAPAN MOBILITY SHOW 2023, the mobile house prototype was visited by Nissan’s internal members, including the CEO. Additionally, as visitors shared the experience on their social media accounts, internal awareness spread, generating a wide range of reactions.
Among the visitors, some young employees who saw the exhibition received explanations from the team members and commented, “The fact that we can create such an exhibition itself is innovative, and it made me feel proud to work for such an incredible company.” This highlights how the project has contributed to enhancing employee engagement.
Furthermore, during the creation process, engineers and employees from the R&D department, who have been involved in technology development, co-created with the next generation creators. This collaboration transcended age and background differences, fostering mutual empathy for each other’s passion as creators and sparking inspiration. This process has also contributed to a mindset shift among engineers, leading to the generation of innovation.
Project Overview
- Client: Nissan Motor Co., Ltd.
- Project Execution Period: April-December 2023
- Project Structure
- Loftwork
- Producers: Hajime Matsui, Tetsuya Kashiwagi, Yuki Fukuta
- Project Managers: Misaki Kawai, Akari Miyamoto
- Creative Directors: Kyohei Tanahashi, Ryoya Makuuchi, Wakana Isaka, Takeaki Sekimoto, Makoto Tanabe, Shohei Koenoki, Kazuya Ohara (Benkei)
- Translators: Allison Lee, Nikki Hall
- GEKI
- Producer: Chikasa Sakusabe
- Creative Director: Kengo Ujiie
- Copywriter: Kengo Ujiie
- Art Director: Anna Senzaki
- Designers: Anna Senzaki, Shiho Takahashi
- Video director: Kazuki Sudoh
- Photographer: Ryo Ogawa
- Editors: Ryoga Yamada, Kaisei Kuwabara
- Loftwork
Written by: Nonoka Sasaki
Edited by: Hayato Kan, Yutaro Gokan (Loftwork.com editorial)
Member

Misaki Kawai
Loftwork Inc.
Layout Director

Yuki Fukuta
Loftwork Inc.
Layout Unit Director

Kyohei Tanahashi
Loftwork Inc.
Layout Director

Ryoya Makuuchi
Loftwork Inc.
Creative Director

Wakana Isaka
Loftwork Inc.
Layout Director

Takeaki Sekimoto
Loftwork Inc.
MTRL Creative Director

Shohei Koenoki
Loftwork Inc.
Layout co-CLO (Chief Layout Officer)
Voice
“Through activities that explored future mobility and lifestyles with the next generation, the project aimed to support their creativity while co-creating new values. The goal was to foster a brand communication that resonates with the audience, building empathy and engagement throughout the process.
The project was an experimental and challenging initiative aimed at creating shared value (CSV) by connecting Nissan’s business and brand image, rather than being a one-sided communication from Nissan. By collaborating with stakeholders to co-create new value, it was designed as a step toward the realization of shared value. If this project helped even a small number of people resonate with Nissan’s DNA—“doing what others don’t dare to do”—and the brand promise, then I believe the first step of this initiative was a success. Moving forward, we aim to continue challenging ourselves by discussing and creating the various possibilities that mobility can bring to people’s lives across generations, and co-creating an exciting future together.”
Makoto Yoshii
Nissan Motor Co., Ltd.
Global Brand Strategy & Marketing Engagement
Senior Manager at Global Brand Engagement
“This project was a new challenge and an incredibly exciting activity. While we were tasked with showcasing technology and enhancing the brand image, I believe that it’s not just about the features and values but also about the story behind the development process—the mindset of the creators and how they approach the goal. It is this story that helps connect with customers and fosters a genuine love for the brand.
In this project, passionate researchers and developers from Nissan, with a forward-thinking mindset, collaborated with the next generation creators to envision and discuss the ideal future. Through this process, we were able to establish a deep, empathetic relationship based on mutual understanding and shared values.
By sharing our vision and engaging in honest conversations, we have reaffirmed that it is possible to understand one another across generations and positions. This new relationship is vital for the future of companies and brands. While this new challenge has just begun, I firmly believe that through steady and continuous efforts, we can create meaningful transformation.”
Tomoko Kakinuma
Nissan Motor Co., Ltd
Global Brand Strategy&Marketing Engagement
Senior Specialist at Global Brand Experience
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