First day of Spring
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Mazda

Man & machine as one

The first music track produced by a beatboxer and a car in one single take

Brief
Communicate Mazda’s new vision ‘Man & Machine as one’ to a Millennial audience.

Concept
A track using sounds from the Mazda MX-5

To connect Mazda and their Millennial target group, we brought two of Millennials’ biggest passions together: music and creative innovation. We engaged the celebrated London beatboxer and producer Beardyman to compose an amazing new music creation – a track using sounds from the Mazda MX-5 itself. Live and in an extraordinary, single take, the beatboxer and car became one, with individual parts of the vehicle building a revolutionary soundscape.

Collabs

Beardyman; one of the world’s most innovative beatboxers and producers took on the artistic challenge to create an epic track with a car.

Touchpoints

Shot simultaneously with 10 cameras we created a video of the process which generated a phenomenon online.

Results

Over 8 mio campaign impressions.

Highest engagement rate ever for Mazda on owned channels.

44% conversion rate for test drives, submitted by Millennials, on Mazda website.