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.

To capture the Sound and Soul of Motion we cooperated with a famous artist Du Kun and use oil painting renditions of traditional Chinese landscapes cast in the form of indie musicians’ portraits as the two key elements: Traditional landscapes and musician portraits. In Chinese culture, landscapes symbolize a spiritual realm that people look to attain. Inherent in the intent of a painting of a Chinese landscape is the intention to move the soul. And Chinese indie musicians’ portraits were chosen as a cultural symbol to visualize an extreme and alternative music experience. Because music is the closest to people’s soul, and true of our product, we found it the most powerful element to evoke their emotions in motion, so that the sound they hear not only comes from the path on which they were driving, but also from deep within their hearts.

The design philosophy “KODO-Soul of Motion” has been visualized for the first time in this campaign, thus the campaign increased the awareness of Mazda’s brand design philosophy as well as the equipment of Bose® Centerpoint® 2 audio system in Atenza. Target audience better understand the philosophy and features of audio system by taking a close look at the visual content. Consumers have experienced the appreciation of the art while getting advertising message and understanding the feature of this new model. Created a social buzz and increased the awareness of involved musicians and the artist. Increased sales inquiries by 20% compared to the last new model launch.