DRIVE TOGETHER

Mazda wanted a new brand positioning to fight against the over-automation of cars. We dug deep into their history and discovered a Japanese phrase - Jinba Ittai - that had become lost in the annuls of their history. Inspired by this ‘harmony formed between horse and its mounted archer’ we created ‘Drive Together,’ a pan-European campaign about how human senses come alive when driving and the bond this creates between car and driver.

 
 

A BOLD NEW PLATFORM

This sleek, sophisticated positioning gave a consistent brand message for each of Mazda’s 6th generation cars including the MX-5 and CX-5

 
 

PRINT & OOH

We reinforced the ‘togetherness’ experienced between car and driver in a series of visual analogies.

 
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SOCIAL FILMS

Finally, we dived into the nitty gritty of the car’s features, spelling out their benefits through a series of visual metaphors.