Cannes Lions
COSMO, Dusseldorf / MAZDA / 2017
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This film tells the story of Jinba Ittai, Mazda’s never-ending quest to create the ultimate bond between car and driver. It is a philosophy unique to Mazda, informing Mazda’s approach to design and engineering. In a world that devalues the role of driving, Mazda believes the car should feel like an extension of you. It should be fun to drive.
The mood of the film is mysterious and hypnotic, drawing us into a new, compelling Mazda world. A series of vignettes build in meaning and intensity, connecting man and machine in a visceral way, the symbiotic relationship resulting in a heart-thumping sense of togetherness.
As the car is fully revealed, we see the beautiful MX-5 RF, we’ve seen tantalising snippets but now it’s there; sporty, sleek, and sophisticated. The RF is moving fluidly under a set of Fisher lights, a satisfying conclusion to the tension built up during the film.
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