For the launch of the new Mazda 3 our client wanted an idea that would create positive buzz and get Canadians talking about the brand. We created 33 Keys an Alternative Reality Game (ARG) for Mazda Canada’s Quebec region. It melds broadcast, print, out-of-home and a host of digital elements to form an interactive marketing experience that was totally new to Canada and resulted in metrics that exceeded all of our expectations.

Role: Creative Director Agency: Doner Canada

Madza 3 ARG, 33 Keys

Role: Creative Director Agency: Doner Canada

Mazda 3 App, Concert Quest

Mazda needed to show young Canadian families that just because you have kids doesn’t mean you can’t have fun anymore. So we created this TV spot to demonstrate that while the Mazda 5 has all the room of a mini-van it still has the same Zoom-Zoom DNA as the Mazda 3. It must have worked because the Mazda 5 became the best selling minivan in Quebec.

Role: Creative Director Agency: Doner Canada

Mazda 5, What's Inside