Saatchi & Saatchi Shanghai creates ‘FAW-Mazda Atenza Acoustics’ campaign for the new Atenza

Saatchi & Saatchi Shanghai’s new campaign for Mazda’s new Atenza centers on the company’s design philosophy: KODO – Soul of Motion.  When that philosophy came together with the Bose Centerpoint 2 audio system in the new car, it inspired the agency to capture the one-of-a-kind, visceral experience that is a Mazda Atenza with Bose acoustics.

To capture the Sound and Soul of Motion, Saatchi & Saatchi cooperated with famous artist Du Kun and used renditions of traditional Chinese landscape paintings, changing the elements and perspective to form portraits of Chinese indie musicians. The work is an expression of the overwhelming feeling, an almost spiritual state, you experience as you drive the Sound and Soul of Motion – the Mazda Atenza.

Mu Ma, a rock musician, is surrealistically interpreted as the Sky View Tower, while Xiao Juan, a folk singer, is interpreted as the Heavenly Sound Temple. In fusing the musicians’ portraits with traditional landscapes and architectural elements, Saatchi & Saatchi shows how one is immersed in sound while driving the Mazda Atenza.

Fan Ng, Saatchi & Saatchi Greater China CCO said, “Mazda Atenza’s target audience is the generation born in 1980s. Their ambitions are not only to surpass others in terms of practical life goals, but also to amass new and unique experiences. They look forward to new views and stages of life. They relish new experiences that go beyond material pursuits. Driving is like striving for them. Starting from that point, we created a disruptive driving experience that the Mazda Atenza creates with its Bose® Centerpoint® 2 audio system, bringing consumers on to a new journey, full of excitement and attraction and completed by an extreme sound experience.”