In 2022, Mazda (Australia's 2nd automotive brand) was ready for a brand evolution.

With the brand's seismic move upmarket, involving the launch of 4 first-ever hybrid SUV models (in launch order: CX-60 | CX-90 | CX-80 | CX-70), Mazda was set for a shift in business and consequently in brand perception - from a mainstream car manufacturer to a premium brand with substance, claiming a meaningful space only Mazda could own.

Working closely together with an amazing client, the great collaboration and teamwork resulted in a key transformational journey across the whole brand architecture and experience.

From deep strategic work unearthing and reinstating Mazda's soul, meaningful principles and purposeful ethos - leading to a foundational corporate manifesto and a re-established brand platform that's even more relevant today - to guiding integrated solutions, teams and creative on what is a complex, multi-output account. Bringing that core essence through to any brand expression, vehicles, products and customer experience, holistically harmonised with culture, media, tech and innovation.

Three years on, a welcome testament to that is the work coming from Australia being adopted by other key global markets, from Japan to US - setting the way for a unified global positioning and shift in perception.

Mazda is a one of a kind, radically human brand, with a clear purpose and message. From why they exist, to the way they conceive their vehicles and why they make them, to how they are designed, to how both brand and products show up in the world. A true alignment which we respected, unfied and let shine from within - not manufacture from the outside.

A brand aiming to enrich people's lives, through vehicles of soul and substance, by enabling uplifting experiences, celebrating feelings over just features, and driving over just cars. A brand that stands for the universal, harmonious and unifying joy of motion - within its vehicles, with the people, with the world. Which by nature sets Mazda on its own path.

This is only the beginning of the journey, which will unfold from now on.

Enjoy the ride.

Realised with mandatory use of global footage and music, the campaign delivered unprecedented results in terms of sales and shift in brand perception.

Realised with mandatory use of global footage and music, the campaign delivered unprecedented results in terms of sales and shift in brand perception.