MAZDA CANADA
DRIVE BEYOND MEASURE
Role / Concept + Art Direction
Client / The Royal Canadian Legion
Agency / Wunderman Thompson, Toronto
Credits / Denise Rossetto, Todd Mackie, Raj Gupta, Lynn Sparrow, John Mastromonaco, Margaret John, Brad Pickard,
Year / 2015
The automotive market was experiencing a decline in emotional brand loyalty as consumers focused heavily on quantitative data to make purchasing decisions.
This trend led to a commodification of cars, where emotional connections were overshadowed by quantitative metrics.
Mazda, with a brand heritage focused on the love of driving, faced the challenge of rekindling the emotional connection between consumers and their vehicles.
We ran a 6 month long national campaign for multiple Mazda vehicles with the consistent rallying cry of ‘Drive Beyond Measure’ to remind drivers that our love for a car is defined by something bigger—the way it makes us feel.
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