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For years Mazda cars owned the road in Israel. In fact, the car was so popular, you saw it everywhere. A blessing…but also a curse as the car's popularity began to affect the way … read moreIsraelis perceive the brand. As a victim of its own success, Mazda went in the eyes of many Israelis, from a car with major sex appeal to one that is boring and grey. A leasing car; nothing to write home about or get excited.
But this year we had news for consumers. We were launching a new, sleeker, better designed, more advanced, accessorized and safer car than ever before and we wanted Israelis to take notice. That's when we realized that to redress misconceptions, we'd have to address Israeli consumer's concerns head on. To do that, we took on consumers' harshest criticisms, most negative comments and lethal talkbacks. and with the help of Ben Collins, better known as Top Gear's "Stig", we proved to them beyond the shadow of a doubt what an incredible car the new Mazda is.
The result is a fully integrated campaign that includes a series of four daredevil commercials each highlighting a different aspect of the car, an interactive website, an outdoor campaign and a brand new Mazda catalogue shot by the world's dumbest dog just to prove that no matter who's taking its picture, the Mazda will always look amazing.
read less...C.E.O: Yossi Lubaton
Executive Creative Director: Jonathan Lang
VP-Creative Director: Eran Nir
Copywriter: Ran Even
Art-Director: Ori Hasson
VP-Group Account Head: Ben Muskal
Account Supervisor: Chen Halpern
Account Executive: Gil Gershon, Hadar Goren
VP Strategy: Shai Nissenboim
Strategic Planning Supervisor: Lora Goichman
VP Production & Content: Dorit Gvili
Producer: Alon Shmoelof
Creative Coordinator: Eva Hasson
Digital Creative Director: Idan Kligerman
Social Media Editor: Aviv Melamed
Studio Digital: Michael Shely, Yossi Tayeb, Liron Harel, Yossi Ben-Aviv, Eyal Vinizer, Jenny Gindos
Studio ATL: Yaron Keinan, Idan Marely, Chen Graizman, Yaniv Shahar
ZenithOptimedia: Limor Dahan, Mor Berman, Chen Drori, Eyal KatzafEran Amit
Director: Yoram Ever-Hadani
Production: Tiferet
Client: Delek-Motors LTD
Marketing Communications Manager: Yogev Weiss
Head Of Digital Marketing: Matan Arad
Training Manager: Gal Arbel
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