Car typology
Tell me who you are and we'll tell you what you drive. JWT+H+F has created a new type of newspaper supplement for Mazda.
For the first time in the history of car newspaper supplements, consumers can use a specific type to find the car that suits them best. With these words, Remy Fabrikant, who has overall responsibility, is delighted with his current work for Mazda. This communicates the exceptional design of the new cars. In Paris, the Mazda design studios under the direction of chief designer Laurens van den Acker won the coveted Grand Prix du Design at the Festival International de l'Automobile. Reason enough for JWT+H+F to develop a complete communication package on the subject of design for the upcoming Mazda dealer exhibitions in the fall.
The centerpiece is a newspaper supplement that not only explains the new "Nagare" design language, but also takes the viewer into the world of Mazda drivers. A study was necessary in the run-up to the conception. JWT+H+F's strategic planning assigned each Mazda model a driver type and their world. The creative team implemented the specifications from the strategy in images and text. "A Sisyphean task that was well worth it," says CD Mike Krüll. The Mazda design supplement is published in three languages and was included in the major Sunday titles and magazines.
The communication package is completed by the attractive competition "Win the Mazda that suits you", dealer invitation cards, teaser ads, exhibition ads and garage decorations.
Andreas Panzeri
The centerpiece is a newspaper supplement that not only explains the new "Nagare" design language, but also takes the viewer into the world of Mazda drivers. A study was necessary in the run-up to the conception. JWT+H+F's strategic planning assigned each Mazda model a driver type and their world. The creative team implemented the specifications from the strategy in images and text. "A Sisyphean task that was well worth it," says CD Mike Krüll. The Mazda design supplement is published in three languages and was included in the major Sunday titles and magazines.
The communication package is completed by the attractive competition "Win the Mazda that suits you", dealer invitation cards, teaser ads, exhibition ads and garage decorations.
Andreas Panzeri
