This was a campaign concept focusing on Mazda’s sporty RX-8. Being the manliest car in their lineup, I played on those stereotypes and the deadly sins that might be committed when seeing one these shiny toys. This campaign involved a three-part billboard set, a direct mail brochure, and a catalogue.
The billboards focused on the RX-8 very briefly. The direct mail brochure expands on the details of the RX-8. The catalogue expands on the rest of Mazda’s lineup.
One of the concepts I came up with when I was brainstorming taglines was, “Made you look.” Several months later, I spotted that very tagline on a Volvo billboard. I guess it was a good one.