Tapping into the city girl’s adventurous side
The Mazda 2 is aimed squarely at young females who are new to driving. To tap into their growing sense of independence, we created a campaign which quite literally pointed them to places they'd rather be.
Inspired by curbside sign spinners from the US, we brought out two of the world’s best and filmed them directing our car all around town. Accompanying the TVC was an integrated app that encouraged people to spin their phones to get pointed in the direction of a new destination.