Cannes Lions
SAATCHI & SAATCHI GREATER CHINA, Shanghai / MAZDA / 2016
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The Atenza’s driving experience aims to move people’s soul with its driving experience. The design intent of the Atenza coupled with the transcendent experience of Bose® Centerpoint® 2 audio system inspired us to capture a one-of-a-kind ethereal experience one enjoyed when driving and listening to music on an Atenza. The creative idea is “Takes music to a new place”. By reconstructing famous musicians’ portraits with traditional landscape and architecture, we show how one is immersed in a surreal or transcendent experience with Bose® Centerpoint® 2 audio system equipped in a Mazda Atenza. Specifically, Mu Ma, a rock musician is abstractly interpreted as a Sky View Tower, while Xiao Juan, a folk singer is abstractly interpreted as Heavenly Sound Temple. Our creative work is an expression of the captivation of a spiritual state that Mazda’s Sound and Soul of Motion helps one transcend to.
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