MAZDA CANADA
SLEEPING ROADS
Role / Concept + Art
Client / Mazda, Canada
Agency / Wunderman Thompson, Toronto
Credits / Raj Gupta, Ari Elkouby, Angeline White, Sacha Proctor, Jennifer Cotton, Vanya Drakul, Kyle Anderson, Matt Ball, Katherine Ledgett.
Year / 2020
When COVID-19 sent Canada into lockdown, only essential services, including Mazda, could remain open.
Mazda needed to convey the importance of staying home amidst a sea of similar messages from other brands.
We used the metaphor "Let the roads sleep" to encourage social distancing.
Paired with a powerful remake of "Stand by Me", made the message even more impactful.
THE RESULTS
Top 3 Most Impressive Automotive Ads in Canada during COVID
– IPSOS
1% Increase in Market Share
Increased sales year over year
Recognition as a standout brand during the early pandemic
IPSOS study
" This campaign clearly stood out, attracting new drivers to the brand resulting in increased sales year over year during a time when the entire category was down "
OTHER WORK
REACH ME HERE
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+1 647 997 5806
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+971 50 3686258
© Amritraj Gupta 2025