Problem: promoting Suzuki as a brand of urban cars
Strategy: We have reached the decision to increase the awareness of this brand in a unique way and typical for a Japanese car brand that is globally known as a rally champion. This campaign had to transpose the essence of this brand: life lived to the maximum, on a knife-edge, the sportiness in Suzuki’s DNA, the feelings and sensations of a Suzuki driver (courage, pumping adrenaline in your veins, real adventure).
Solution: This visual illustrates a drifting sequence in which the protagonists are a few Suzuki cars. The drifting is well associated with Suzuki’s sportiness and its Japanese origin: everybody knows that the Japanese are “the masters of drifting”. By associating this brand with this visual we wanted to reach 2 main goals: 1. to bring to light the values of these cars: strong, extremely sharp and quick, sportive, powerful, 2. to show the unique experience of a Suzuki driver: adrenaline, life running through your veins, endless courage. Our main intention was to make the target have a strong empathy towards Suzuki’s sportive “spirit”.