First Day of Spring with Mazda Millennial campaign nominated for The Best Social Awards

Drive Together '. Unity between car and driver. How do you communicate this philosophy from Mazda to Millennials? Advertising agency First Day of Spring built a bridge between automotive and the number one interest of Millennials: electronic music. The agency initiated a project in which the well-known London beatboxer and producer Beardyman became one with the new Mazda MX-5

Drive Together '. Unity between car and driver. How do you communicate this philosophy from Mazda to Millennials?

Advertising agency First Day of Spring built a bridge between automotive and the number one interest of Millennials: electronic music. The agency initiated a project in which the well-known London beatboxer and producer Beardyman became one with the new Mazda MX-5. He composed live and in one take a track, composed of nothing but car sounds. The video clip was shot with ten cameras.

Beardyman was the perfect match with Mazda for this challenge. He is known for making music using the latest technological innovations. What he normally does with his voice, he did now with the various car parts of the Mazda. In this way he created a special unit with the car.

The slamming of the bonnet became the kick, the roaring engine the bass, friction of the leather seat upholstery the high hat. He recorded every sound and put it in a loop on his own developed sample computer. Then he improvised live so that all individual music lines came together as instruments.

First Day of Spring is responsible for concept, campaign and media strategy. Big Shots for the creative realization. Watch the making of, for a look behind the scenes of this production.

Campaign video: https://youtu.be/EgvwtDzE4pQ
Making of: https://youtu.be/j-Epl-1IiJo

The campaign has been nominated for the Best Social Awards in the category Best Video. The winners will be announced on 8 June.

About Mazda
Mazda's philosophy is Drive Together; man and machine feel like one. To achieve this, everything in the car has to be perfectly balanced. From the position of the controls to the adjustment of the chassis. Every detail has to increase the sense of unity and contribute to the ultimate driving pleasure.

About Beardyman
Darren Forman (34), better known as Beardyman, is a London musician and two-time beatboxing champion in the UK. By means of beatboxing and a self-developed sample computer he shifts musical boundaries and transcends musical genres in his performances.

About First Day of Spring
First Day of Spring specializes in reaching and binding Millennials with innovative concepts, campaigns and activations. www.firstdayofspring.nl