Challenging Gender Norms In Off-Road Racing

The Challenge

How do you change perceptions of a male-dominated sport and embolden and enable more women to take it up and get behind it?

Extreme-E is the world’s first gender equal racing series. It’s also the first sport built out of concern for the climate crisis. The series’ goal is to use off-road electric racing to highlight remote environments under threat from climate change.

The Brief

Following the adage “you can’t be what you can’t see” we created a film to showcase Extreme-E’s movement towards embracing equal rights in the industry, to inspire the next generation of drivers.


The film launched on International Women’s Day, to garner more support for the sport and their environmental and social goals.

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Nuevo worked with Extreme-E to shape the narrative, script and edit the campaign.

The footage included women across their race series talking about their experience as a female racing driver in a male-dominated world and Extreme-E’s role in changing the norm, empowering women and encouraging aspiring athletes at the grassroots.

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Extreme-E’s campaign went viral across their social channels with impressions 3x above industry average. The overarching message resonated with a new audience, encouraged young women worldwide and challenged stereotypes in racing sports.

"We had a very positive experience working with Nuevo. They pulled together something incredible and highly emotive to celebrate International Women's Day, which was also our equal gender sporting format announcement. Nuevo are a great team that works extremely quickly. They understand the ethos of the Extreme E series. It was important to work with a creative company that aligns with our core values around sustainability and purpose."

Julia Wall-Clarke
Head of Impact and Communications Extreme-E