THE REBORN LIGHT was designed to expand the possibilities of electric vehicles (EVs). Streetlights “reborn” from used batteries and recycled steel from EVs are now lighting up streets for drivers and pedestrians. As these lights don’t require electricity, they were installed along a 1.4 km stretch of national highway in Namie, Fukushima Prefecture, an area still recovering from the 2011 earthquake.

TBWA HAKUHODO was involved in the business from conceptualization and ideation through to final product design, communication architecture and production of visual creatives.