Mazda conducts 50th anniversary campaign
Automaker Mazda Canada is conducting an out-of-home promotion in Toronto to coincide with the company's 50th anniversary. The four-week initiative makes use of an interactive installation at which consumers can purchase limited-edition prints by British artist Guy Allen. The 93-by-165-inch digital display shows a video of works by the artist. It also incorporates a tap-to-purchase terminal. The installation is located in the PATH shopping level of the Royal Bank Plaza. The campaign was developed by J. Walter Thompson in association with Pattison Outdoor and Fourthwall. It also includes additional out-of-home advertising in the Toronto area.
"Mazda has such a rich, yet often overlooked, history in Canada and we felt it was important to share that history in a way that feels less like advertising," said Ari Elkouby, creative director at J. Walter Thompson Canada. "The prints allow us to tell Mazda's incredible brand story in a way that feels more like art, which better encapsulates the feeling of Mazda's clubhouse philosophy."