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Australia represents the world's most saturated automotive market, with more manufacturers competing for just 1 million annual sales than in any other country. Mazda risked being perceived as outdated against competitors emphasizing new technologies and features, despite decades as a comfortable challenger brand.
Zoom Zoom. We returned to Mazda's Hiroshima origins and philosophy of serving customers, not selling to them—contrasting sharply with competitors' transactional approach. While others engaged in a features arms race, we refocused on the simple, visceral joy of motion that transcends demographics and connects with what Australians fundamentally love about driving.
Our evocative brand film showcased "Zoom Zoom" across diverse Australian landscapes, celebrating motion in all forms—from children playing to surfers riding waves—before connecting these emotions to driving. We created immersive out-of-home executions using dynamic imagery and minimal copy to evoke motion and excitement in static formats, inviting Australians from all walks of life to feel "Zoom Zoom."
