Brands have been finding some interesting ways to get their message out on Instagram lately (think the Librettogram or the Instagram Time Machine) and now Mazda has put its foot on the gas and driven into the medium. Most automakers’ Instagram feeds can feel a bit monotonous, like a desert road, the brand and agency JWT Canada assert. So they changed things up by using the medium’s grid layout to create a growing, puzzle-like scene over the course of about four months, called The Long Drive Home. Posts were added about a week apart, and featured images and videos that plotted a Mazda racing past relevant landmarks, like the Super Bowl in February or a melted snowman on the first day of Spring, as well as sponsored events and video billboards. The execution grew Mazda’s Instagram following by 302%, the brand boasts, but we can’t blame it for wanting to toot its own horn.

Credits:

Brand: Mazda Canada
Agency: JWT Canada
Chief Creative & Integration Officer: Brent Choi
SVP, Creative Director: Ryan Spelliscy
Art Director: Tim Zimmerman
Copywriter: Mandip Salh
Senior Project Manager: Kristen Neamtz
Social Media Director: Tony Wong
Account Team: Catherine Norman – Account Executive
Video Editor: Alex Ordanis
Community Manager: Alice Greenberg
Client Team: Michael Tsang, Supervisor, Interactive Marketing
Animation Company: CWF3D