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'.
These will be soon followed by 'Drive through history', a highly immersive timeline. Syzygy is developing more interactive elements as part of a long-term strategy to cement and develop Mazda's reputation as a convention-defying brand.
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 Florian Schmitt of Hi-Res, Dan Howarth and Victor Sahate at Syzygy, and Eddy Greenwood and Stan Gruel at JWT Dusseldorf. JWT Dusseldorf filmed various Mazda employees in Japan, highlighting Mazda's heritage and values.