Mazda: The Purple Card

Mazda, a Japanese brand that has built its identity on the values of challenge, fairness and respect, is not a renowned brand in Italy
They asked JWT, Milan to increase its brand awareness among 25/50 year old Italian males.
16 million Italians correspond to this profile, and all of them are soccer fans and Mazda is the main sponsor of Fiorentina.But how could we communicate Mazda’s values of challenge, fairness and respect, in a world such as soccer, overwhelmed by scandals and corruption?
We transformed this problem into an idea, creating a new media capable of communicating Mazda’s positive values to 16 million soccer fans: THE Purple Card: the only card that rewards fair play, bounding it forever to Fiorentina’s and Mazda’s corporate colors.