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Most Creative Use of Media: Small Budget (under USD or CAD 1,000,000)

Client:

Mazda

Agency (including in-house):

VML Seattle

Description: A brief description of this work and the creative idea:

For the launch of the new Mazda CX-50, their first vehicle inspired by nature, Mazda engaged their audience in the most unexpected way – without showing or talking about the vehicle at all. Introducing The Live Stream. A 50-hour livestream… of a live stream. Unannounced, the brand’s channels simultaneously went live across YouTube, Instagram, Facebook and Twitter, broadcasting the sights and sounds of mother nature to social feeds around the world in real time.

The Brief: What were the main challenges? What were the key objectives? :

Mazda isn't known for outdoor-centric vehicles so our challenge was finding a way to resonate with an audience that had traditionally overlooked the brand in a category dominated by noisy, off-road footage.

Solution + Results: How did you solve the brief? What were the top three results?:

34 million viewers took a break from scrolling to experience the restorative effects of nature just by watching. No added effects. No distracting messaging. Only the soothing sights and sounds of nature. Viewer sentiment was overwhelmingly positive. The Live Stream was the longest continuous streaming event to ever appear on the YouTube Masthead, translating to 26 million impressions. Over 2,500 Twitter viewers watched for longer than 30 minutes. In total, viewers across platforms watched The Live Stream for more than three million total minutes.

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

No.

AI Usage: Was any AI used in this project?:

N/A

Trigger Warning:

Global Chief Creative Officer:

Debbi Vandeven

Chief Creative Officer:

John Godsey

Chief Creative Officer:

Glen Scott

Group Creative Director:

Ben Carmean

Creative Director:

Gary Schroer

Associate Creative Director:

Seth Hoercher

Associate Creative Director:

Debi Sicoli

Connections Director:

Justin Ivey

VP, Group Account Director:

Rachel Beecroft

Senior Connections Manager:

Art Director:

Copywriter:

Senior Copywriter:

Senior Copywriter:

Connections Manager:

Connections Supervisor:

Bita Porubsky

Group Connections Director:

Chelsie McCullough

Associate Connections Director:

Henry Han

Associate Connections Director:

John Peterson

Senior Account Manager:

Abel Jiminez

Senior Analyst Innovation & Data:

Ashley Naipohn

Senior Producer:

Rob Loud

Senior Production Business Manager:

Bobby Ruple

Account Director (Garage Team Mazda):

Courtney Mollett

Director, International Marketing (Mazda):

John Abel

Senior Manager, Brand Entertainment & Sponsorships (Mazda):

Chris Hill

Director (Camp4 Collective):

Anson Fogel

Executive Producer (Camp4 Collective):

Meredith Hodder

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2024 Cascadia Creative Awards

The Live Stream