Mazda wanted to create a buzz around their new Mazda2 online movie: Calling Heaven (all about a woman driver who gets the better of some rude, chauvinist builders).Continuing the theme of one-upmanship, and living up to Mazda's brand position as Daring, Innovative and Fun, our solution was to create a spoof dating campaign - aimed at young women - featuring very unappealing candidates. Each piece of communication was unbranded and it only became clear who lay behind the activity when the user was given the opportunity to - alternatively, choose a Mazda2.