The spread of COVID-19.
Calls to stay home.

As states of emergency were repeatedly declared and lifted, people grew exhausted.
Eventually, even after the restrictions of “STAY HOME” were removed, people continued to place restrictions on themselves—within their own minds.

The tourism industry was hit hard, and regional economies suffered severe damage.

The Nissan KICKS e-POWER, an electric SUV, is a car that encourages new challenges.
It is deeply connected to activities across Japan, especially in regional areas.

As an SUV that connects cities and regions,
and as an SUV that activates people’s lives,
we chose to address this challenge.

“The Real Game of Life.”

A 500-kilometer-long board game—the largest in the world.

Together with Takara Tomy, JTB, and 53 local governments,
we turned all of Japan into a game board.

The rules are simple.

Spin the roulette on the special website

Drive the number of spaces you land on

Take on the activity waiting at your destination

Clear it, move on to the next destination, and aim for the goal

This is not a drive that ends when you arrive somewhere.
It is a journey from one destination to the next.

In an age where you can look up anything instantly,
the uncertainty of not knowing where you will go next awakened a sense of play in many people.

What Nissan KICKS e-POWER created was not just a game.
It was a new circulation system that connects regions and cities—and the people between them.