Mazda is a brand with a wealth of stories to tell. Yet few outside the brand and its keenest fans are aware of its heritage or philosophy. Our task was to produce a destination site that would house a diverse set of contents, then a series of interactive elements that will engage and inform anyone curious about Mazda.
The campaign opens with eight web films covering various stories; Mazda's roots in Hiroshima and the influence of traditional craft skills (such as sword-making) are two of the eight themes at the campaign's launch. The campaign is held together by the line 'Defy Convention'.
Stef Tiratelli, chief executive of Team Mazda Europe, says, 'The new strategy allows Mazda to share some wonderful, authentic stories in a meaningful and engaging way, and marks the start of a new wave of communication from the car marque.'
Creative direction was shared between Dan Howarth at Eskimo8, and Eddy Greenwood and Stan Gruel at JWT Dusseldorf. JWT Dusseldorf filmed various Mazda employees in Japan, highlighting Mazda's heritage and values.