WPP Team Mazda Canada new work

WPP Team Mazda Canada launched a new campaign under the Mazda North American brand platform, “Move and be Moved.” How do you transform a brand based on a platform about living life with intention and making choices that move us all forward? Collaborate with Canada’s beloved touring band, the Arkells, to create the Mazda De-tour.

The campaign, handled by WPP Team Mazda Canada, kicked off with a broadcast commercial featuring vignettes of people pursuing their passions, scored by Canada’s own Arkells with their multiplatinum song “Knocking At The Door,” currently on air. That connection went a step further by detouring Arkells from their cross-country tour, to bring an exclusive show to a small town. The first-ever “Arkells x Mazda De-Tour” saw the band play a special concert to one hundred lucky fans in a Mazda owner’s garage in Minesing, ON.

“We know the importance of live music. When we were presented with the opportunity to bring our Big Feelings Tour to our fans in a unique setting, we knew it would be special.”

Arkells frontman Max Kerman 

The 9X JUNO Award winning band performed a blistering set that die-hard fans will remember as a once in a lifetime experience. A campaign landing page detailing the event and the story behind the De-Tour can be seen here along with a long format piece that documents the concert here. The connection between the band and the brand first began in 2021 when Arkells lead guitarist Mike DeAngelis cast his vintage Mazda Miata in two Arkells music videos. 

A social post by the band announcing the secret show generated thousands of requests for tickets to the event. Those lucky enough to score a spot were also surprised by limited-edition merch including a De-Tour shirt commemorating the concert, designed in collaboration with the band. 

“What really impressed us was the band’s commitment to giving back to their loyal fans. Leaving a lasting legacy that improves our communities is something we share with the band - that’s why we were excited to partner with them.” 

Neal Bouwmeester, Director of Marketing at Mazda Canada

Creative Credits

Global Chief Creative Officers: Debbi Vandeven 
Canadian Chief Creative Officer: Graham Lang
Chief Creative Officer: Ari Elkouby
Head of Strategy, Mazda NA: Matt Ball
Planner: Luke Johns
Creative Director: Kyle Carpenter
Associate Creative Directors: Jose Rivas
Design Director: Mike Butler 
Art Director: Lauren Israel
Sr. Integrated Producer: Chris Esguerra
PR: Rebecca Sullivan, SJR, and  Hill & Knowlton a Burson Group Company
Editor: Monica Remba, Fi Alvarez (School)
Transfer: Kookaburra colour 
Director/ DP: Mark Myers
Music Company & City: Cylinder
EVP, Business Lead: Dave Collis
Business Director: Angela Caldwell
Talent and Brand Partnerships: Kelly Gianopoulos (Standing Room Only)
Account Coordinator: Jooyoung Son
Media Agency: Mindshare Canada
Media Team: Laura Emary, Mat Denomey, Josh Martin, Patrick Mainville, Twinkle Sethi, Xuebo Gong
Clients: Neal Bouwmeester, Zanell McGregor, Katie Hagerty, Michael Tsang

Congratulations on a clever catchy campaign WPP Team Mazda Canada!