JWT/Fabrikant develops the Red Edition for Mazda
Mazda launches the Mazda 2 and Mazda 3 in a special red version with many extras. But instead of simply advertising these benefits with a campaign, JWT/ Fabrikant developed the Red Edition in collaboration with the customer.
The two exclusive models will therefore be offered under the new name Red Edition and branded with a specially created logo. Its stylized fire-breathing dragon stands for power, dynamism and beauty and at the same time creates a link to Japan, where it is a very strong positive symbol.
The campaign for the Red Edition focuses on advertisements in newspapers and magazines and can be seen throughout Switzerland.
Responsible at Mazda (Suisse): Matthias Walker (Marketing Director), Anne Thorens (Manager Communication & Event), Nathalie Gantner (Advertising Specialist). Responsible at JWT/Fabrikant: Remy Fabrikant (overall responsibility), Monica Miraldi (Client Service Director), Dino Ceccato, Denise Paluselli (consulting), Mihoko Homma (strategy), Martin Bettler (Creative Director), Inken Rohweder (art direction), Joni Müller, Urs Zwyssig (text), David Guntern (image editing/DTP).
