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Mazda Canada breaks MX-5 RF campaign in Toronto

Automaker Mazda Canada has begun an out-of-home campaign promoting its new MX-5 RF sports car. Developed by J. Walter Thompson Canada, the four-week initiative consists of a digital billboard in downtown Toronto. The billboard incorporates a system that keeps a tally of the number of people who look at it. This number is displayed as part of the creative, with the intent of demonstrating that the car is a "head-turner." The campaign also makes use of additional out-of-home marketing in Toronto. The effort is timed to coincide with the Canadian International Autoshow, where the vehicle will be displayed.

"The MX-5 RF itself was really the inspiration for the work," said Ryan Spelliscy, chief creative officer at JWT Canada. "We felt that the advertising we create should be as eye-catching and innovative as the vehicle itself."

Media planning and buying was conducted by Excelerator Media. The media space is from Pattison Onestop. Production management was handled by Fourth Wall.

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