LATEST NEWS Nissan Egypt Unveils "Defy Ordinary" Campaign to inspire Innovation and Push Boundaries

Cairo, Egypt (30 January 2025) – Nissan Egypt has unveiled its first brand campaign under the Defy Ordinary platform that serves as a manifesto for individuals who dare to dream, challenge the status quo, and break the mold - When there is no way, we create one!

The campaign reflects Nissan’s core philosophy of redefining industry standards by introducing cutting-edge innovations and solutions that shape the future of mobility. 

As part of this campaign, Nissan Egypt collaborated with renowned Egyptian and international composer Hisham Kharma, who created an exclusive track for the campaign embodying Nissan’s spirit of innovation and excellence. The unique piece blends music and technology to deliver an immersive artistic experience that underscores the company’s vision of merging art and creativity with technological advancement. 

"For over 20 years, Nissan Egypt has cemented its position as a key player in the automotive sector through local production and groundbreaking solutions tailored to market needs. From the pioneering e-POWER technology to developing supporting solutions, our vision combines advanced technology with superior quality, reinforcing Nissan’s leadership in the Egyptian market," remarked Eng. Mohamed Abdelsamad, Managing Director of Nissan Egypt. "The new campaign is an open invitation for individuals to unleash their potential and break free from conventional limitations, utilizing a fusion of art and technology to create an inspiring and transformative experience." 

Highlighting an essential aspect of Nissan’s philosophy, which extends beyond automotive innovation to empowering individuals, thought leaders, and creative minds, the campaign turns challenges into opportunities. It also celebrates exceptional talent as a symbol of creativity and progress, reaffirming Nissan’s commitment to producing vehicles that integrate cutting-edge technology, safety, and excellence. Moreover, it encourages the public to embrace challenges with a positive outlook, transforming them into tangible opportunities.

Brought to life in collaboration with Nissan’s creative partner AB/TBWA\EGY, the video, featured across various social, digital and broadcast platforms including Nissan Egypt’s official YouTube channel, Facebook, Instagram and TikTok to invite audiences to experience how the brand continues to push the boundaries of what’s possible.

Commenting on the partnership, Ahmed Badie CEO AB\TBWA EGYPT, adds “For years, our partnership with the current management has been a symphony of collaboration, enabling us to turn bold ideas into reality. Today, we’ve unlocked a new playbook, one that isn’t just about a campaign but a celebration of the bond between Nissan Egypt and AB TBWA. Together, we redefine boundaries and continue to Defy Ordinary.”