Mazda 'Challengers' by JWT Dusseldorf

Mazda is launching its first ever brand campaign in Europe, which aim to demonstrate how the marque challenges convention to make things better

The campaign features real executives and engineers from Mazda and was created by Team Mazda Europe, which is made up of the WPP agencies of JWT, Mindshare, Wunderman, Syzygy and SocialMedia8.

The films are in Japanese and will form the basis of TV, online, press, outdoor and dealership communications.

Each film, or story, will be hosted on the Mazda website and will show consumers what the car brand stands for. Users online will be able to share these stories through social media channels and engage with the brand as they have never done before.

The new strapline ‘Defy Convention’ will be used across all marketing activity.