The campaign you didn’t expect from Nissan is a full-length documentary by agency, Dark Horses, exploring accessibility and inclusivity (or lack thereof) in sport. The documentary, Dare to Defy, launched on Prime Video on December 3, International Day of Persons with Disabilities 2024, and is told in three 30 to 40-minute episodes. It stars broadcaster, Adele Roberts, and double Paralympic gold medal winner, Richard Whitehead MBE, setting them out on a journey to learn more about the barriers to participation in sport that underrepresented communities face with the ultimate goal of putting on the most inclusive running event.
The idea was created and developed by Dark Horses, co-developed and co-produced by Banijay UK’s Electric Robin, that has created TV series such as The World Cook and Live Italian. Adding a further layer of Omnicom collaboration to the project, media was handled by TBWA\London and OMD, while logistics, contract negotiations, and the organisation of the Run to the Future event was handled by Fuse.
It is the first time Nissan or Dark Horses have collaborated with partners (in this case Amazon Ads) to create a full-length documentary series together. Dare to Defy’s ambition to drive inclusivity and sporting participation is supported by Nissan’s Possibilities Project, a CSR initiative that uses Nissan’s technologies, resources and expertise to create more opportunities for people from underrepresented groups, with a specific focus on supporting the disability and LGBTQ+ communities.
YouGov research showed that when people saw the work of Nissan’s ongoing Possibilities Project, to create equal opportunity and diversity by helping underrepresented communities across the globe, Nissan’s favourability increased immensely, but the previous content hadn’t reached a large enough audience. This is when Dark Horses enlisted the support of Nissan to develop a full-length documentary to help Richard and Adele achieve their ambitions while powering up and cementing the Possibilities Project in line with the brand’s strategy of Defy Ordinary.
Nissan and Dark Horses worked with Amazon Ads to execute an integrated advertising campaign designed to reach audiences at scale and help amplify the series impact. The Amazon Ads Brand Innovation Lab extended the audience experience by creating custom landing pages on Fire TV and Amazon, highlighting the series’ behind the scenes and Nissan’s commitment to underrepresented communities. The Brand Innovation Lab also created display and video ad formats to drive traffic and awareness, and to engage viewers further, Nissan worked with Twitch for an exclusive ‘watch together’ event featuring interviews with the series’ protagonists.
- Episode one focuses on motor racing and follows Abi, who has a love of driving but also Ehlers-Danlos syndrome (EDS), a genetic disorder that affects tissues, leaving her unable to use her legs. She is given the chance to drive an adapted Nissan LEAF Nismo RC electric race car at Donington Park Circuit. She does this so well that she has now been given the opportunity to explore other potential experiences of working with the Nissan Formula E team.
- Episode two looks into the world of football and its approach to inclusivity (or lack thereof). Roberts discusses the issue with several key figures: England captain John Stones; Zander Murray, the first openly gay male professional footballer in the UK; Izzy Christiansen, former footballer; and members of the Canal Street Blues, Man City’s LGBTQ+ supporters club.
- Episode three culminates with the creation of Run to the Future, an inclusive running event put on by Richard and Adele, that was held at the Queen Elizabeth Olympic Park in September of this year. More than 700 people participated in the event, with many completing the 2k or 5k course with the help of trained support runners provided via Nissan and the Richard Whitehead Foundation’s Supported Runners Programme.
About the Possibilities Project
Dark Horses has worked with Nissan on the Possibilities Project and its running partnerships with London Marathon and Great Run Series since 2021. Together, they have produced numerous short-form content pieces focused on disability and LGBTQ+ initiatives, including:
- The Richard Whitehead Foundation sports prosthetics project and Supporter Runner programme.
- Documenting Nissan’s support of Man City’s City in the Community charity – as official EDI partner it funds equipment to enable children to play Powerchair football, as well as the One Disability and LGBTQ+ programmes.
- Nissan’s LGBTQ+ initiatives with Pride 365 were brought to life through inclusive cheerzones at the London Marathon and Great Run Series events
Credits
Client: Nissan
Client team: Leonie Tapley, John Parslow, Sophia Villamizar & Fiona Mackay
Creative Agency: Dark Horses
Executive Creative Director: Steve Howell
Chief Strategy Officer: Matt Readman
Client Partner & Executive Producer: Max Arkell
Executive Producer: Mike Warren
Media Agency: TBWA/OMD
Production Company: Electric Robin
Director: Kazeem Manzur
Executive Producers: Chris Jones, Ross Brandon, Kevin Batchelor
Series Producer: Sam Bendel
Editors: Kazeem Manzur, Tom Middleton, Jack Scott
Post-production: The Ark
Dubbing Mixer: Steve Shaw
Graphics: AJ Moger
DoP: Matt Perry
Colourist: Vinny Payne
Sound Engineer: Mark Skilton
