TBWA HAKUHODO teamed up with the well-loved board game “The Game of Life” to turn all of Japan into a stage for the game. The name of the game is NISSAN KICKS e-POWER presents “The Real Game of Life”. We placed game squares at each location and designed a route for an epic journey that spans 500 km in length.

The rules are simple.

1. Spin the roulette wheel.
2. Drive only the distance displayed.
3. Attempt activities in accordance with the destination square.
4. Repeat steps 1~3 and aim for the finish.

This is a new driving journey where only the roulette knows the destination. We conveyed the brand image of Nissan’s electric SUV, KICKS e-POWER – which encourages people to take a new step forward by providing an opportunity to try out various experiences that they would not have attempted on their own.

After all, a life with a fixed destination is no fun.

Time to step up. Time to play this game called life!