Mazda Design & Branding MAZDA PRIMARY BRAND CAMPAIGN FILM by Balloon Dog

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MAZDA PRIMARY BRAND CAMPAIGN FILM

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Industry Cars
Media Design & Branding
Market United Kingdom
Agency Balloon Dog
Art Director Chris Haynes
Copywriter Nick Cordell
Released May 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: MAZDA
Product/Service: MAZDA INTERNAL COMMS
Agency: BALLOON DOG
Creative Managing Partner: Cordell Burke (Balloon Dog)
Strategic Managing Partner: Greig Mccallum (Balloon Dog)
Copywriter: Nick Cordell (Balloon Dog)
Lead Motion Designer: Kris Martin (Balloon Dog)
Art Director: Chris Haynes (Balloon Dog)
Group Director: Eliot Sykes (Balloon Dog)
Account Manager: Nathan Langton (Balloon Dog)
Media placement: Brand Film - Regional Staff Roadshow Events - 17.05.11 / Ongoing

Describe the brief from the client
Mazda’s 2011 TV and press campaign would concentrate on the Mazda brand more than the individual models, in an effort to increase familiarity and engagement with the brand and the ‘Zoom Zoom’ brand essence.
In support of this, we were tasked with engaging and inspiring Mazda’s workforce and network of dealers, using the public campaign’s storytelling approach to explain how the philosophy of Zoom Zoom is a quest that never ends – Mazda are always looking for ways to challenge convention and make things better.

Describe the challenges and key objectives
Our primary challenge was to ensure we presented the Mazda journey in an attention-grabbing form, weaving the key examples of Mazda innovation we were given into a coherent and cohesive narrative.
There was a lot of information to get across in an accessible manner, with the additional hurdle of certain bits of information only being relevant to 1 of the 2 audiences (dealers and UK staff).

Describe how you arrived at the final design
A short, animated movie gave us the perfect palette on which to celebrate Mazda’s journey from humble beginnings through to present day. By using the analogy of an epic quest, a conceptual theme was established that tied together the disparate elements of Mazda’s history. Mazda’s heritage inspired the Japanese calligraphy style we used, letting the pen and ink run wild as a kinetic storytelling device.
To combat the issues posed by the dual audience we created 2 versions of the movie with bespoke sections to address dealers and staff.

Give some indication of how successful the outcome was in the market
As this was an internal presentation there were no specific metrics, but standing ovations were reported following the movie’s showing in staff presentation sessions. We received glowing praise from senior Mazda management, who were so impressed that they now intend to roll the movie out across all their European markets.