Mazda. To Feel Alive. Reimagining the brand.
Mazda. Feel Alive.
Reimagining the Brand.
The Challenge.
When you stop and study and really take a good look at a Mazda, you’ll notice its artful design and elegance.
It is a brand that evinces premium.
And yet at that time, Mazda wasn’t at all in consideration.
To the extent that they were in market share decline.
After years of communicating cold, often technical ads about their machinery, Mazda was challenged with changing audience perception.
Mazda urgently needed to become a brand that stood for something beyond just a parity product.
Reimagining.
Mazda’s audience believe that brands should have a greater purpose that inspires them before they will even consider those brands.
Mazda sets out to make the world a better place, by making better cars. Mazda has a depth to it, a unique approach that obsessively focuses on enhancing human potential. After driving, you’re left with a positive experience which empowers you to create positivity around you.
“As designers, we want to trransfer energy and emotion through a physical object.”
Mazda believes, as too does their audience (borne out of deep and extensive research), that you feel most fulfilled when you are stretching yourself to reach your full potential. And your subsequent mastery, your confidence, exhilaration and joy in your own capabilities, leads you to feel alive.
This Brand Anthem was our first step setting out to build an emotional connection to the audience, and to get them to place Mazda on their consideration list again.