Feel Alive.
Feel Alive.
Mazda. A New Era.
With a new communications platform, a new premium vehicle, and new visual identity, the launch of the Mazda3 heralded an entirely new era for Mazda worldwide.
The launch of Mazda’s seventh-generation marked their first true entry into the premium category. This brought with it the mighty challenge of changing the lagging perception of the brand, in the eyes of the world.
The launch needed to embody not only the refined visual tone of the brand, but also convey what the seventh-generation engineering would do for the driver. Mazda’s audience believes that experiences and brands should inspire their greater purpose.
After walking away from Zoom-Zoom for “Driving Matters,” Mazda was being left off consideration lists, cross-shopped less, and losing market share at an alarming rate, after years of steady sales decline.
The first task was to reverse that.
“Mazda heightens your state of being – to make you better emotionally, physically, and mentally and makes you feel alive…”
- Mazda
When the mantra of the brand is: "We engineer to a feeling", the brand promise is to make you "Feel Alive",
and the audience lives to be inspired, how do you tell this story?
We chose to use a woman’s journey and the symbolism of the unfiltered joy, freedom and inspiration of a red balloon to emote the emotional benefit of driving this vehicle, the new Mazda3.
The New Mazda3: “Dream Bigger”
The New Mazda CX5: “Drive Inspired”
Branded Content.
“We don’t design cars to a spec. sheet, we engineer to a feeling.”
- MAZDA PHILOSOPHY
Just like the car itself, the following are the stories that make Mazda unique. These are the philosophies behind every detail in their cars. Mazda obsessively studies humans.
Every aspect of their vehicles are designed and engineered around the human body to create a connected and engaging driving experience. Humanizing the brand, and demonstrating Mazda’s commitment to their philosophies. Consumers will choose Mazda not only because they value functional design and quality, but because Mazda has a depth to it, a unique approach that obsessively focuses on enhancing human potential.
Mazda Philosophy: Artful design
“Soul Red Crystal”
Mazda Philosophy: Human Centricity
"How Does it Feel?"
Mazda Philosophy: Japanese Mastery
“Engineered to a Feeling"
Mazda Philosophy: Effortless Driving.
“Two as one.”
“Humanize the brand.”
CREDITS:
Director - John Hillcoat
Director of Photography - Philippe Le Sourd
Producer - Malachy McAnenny
Editor - Conor O'Neil
Production Company - Serial Pictures
Founding Partner/Executive Producer - Violaine Etienne
Head Of Production - Jennifer Gee
Editorial Company - Exile Editorial
Assistant Editor - Rex Lowry
Executive Producer - Carol Lynn Weaver
Senior Producer - Michael Miller
Color - Company 3
Colorist - Siggy Ferstyl
Sr. Producer - Matt Moran
Finish/VFX - A52
Sr. Executive Producer - Patrick Nugent
Visual Effects Supervisor; Andy McKenna
Producer - Stacy Kessler
Audio Post - Lime Studios
Mixer - Joel Waters/Mark Meyuhas
Executive Producer - Susie Boyajan
Music Company - Shindig
Head of Production - Caroline O’Sullivan
Executive Producer - Debbi Landon
Creative Director - Scott Glenn
Composer - Austin Shupe
Agency - Garage Team Mazda
CCO: Erich Funke
SVP CD: Renato Braga
CW CD: Evan Brown
AD CD: Vidur Raswant & Marcus Moore
EP: Jeff Perino
SVP, Group Acc Dir: Santiago Andrade-Marin
VP, Acc Dir: Dave Brown
Account Sup: Tessa Rogers
Business Affairs Dir: Bart Kias
Results ⟶
13.7 million engaged users across Facebook, Instagram, Twitter and Pinterest — in six weeks 4× higher engagement than Mazda’s own benchmarks 2× more site actions, driven by video Month-over-month sales increases from +4.5% to +40.7% Mazda’s best November since 1994 Consecutive double-digit gains across CX-3, CX-5 and CX-9 Kelley Blue Book 2019 Top Performance Brand “Mazda sales were up 3 percent, while Honda was down 11 percent, and Toyota fell by 22 percent.” — Car and Driver, August 2020 Garage Team Mazda established as Mazda’s worldwide creative centre of excellence More awards than in the agency’s history — and more than any single agency in the history of the OC AAF awards