Mazda Takes One Awesome Road Trip Through 60 Instagram Posts in Grid View

Fun innovation by JWT Canada

Headshot of Alfred Maskeroni

For brands, the road to standing out in social media can be a slippery slope. But Mazda and JWT Canada collaborated on a pretty interesting marketing journey on Instagram.

Over the course of three months, the carmaker posted images and videos that plotted the course of a Mazda vehicle. But not only was each post meticulously detailed and art directed, they all fit together like puzzle pieces to make a growing scene of a road when viewed as a grid layout on Mazda Canada's mobile Instagram page.

Three posts were added at a time, every week or so, adding one more layer to the three-column grid. The project began Dec. 17 and wrapped up March 28.

Throughout the car's "Long Drive Home," the brand includes mentions of followers, videos of sponsored events and references to cultural happenings like Mardi Gras and the Super Bowl. It was then capped off by giving a new Mazda to a fan.

Below, check out a recreation of the layout. (All the images and videos are clickable through to the brand's Instagram pages.) And below that, there's a case study describing the process.

Buckle up and click around. There's some cool stuff in there. 



Client: Mazda Canada

Agency: JWT Canada

Senior Vice President, Creative Director: Ryan Spelliscy

Copywriter: Mandip Salh

Art Director: Tim Zimmerman

Chief Creative and Integration Officer: Brent Choi

Social Media Director: Tony Wong

Community Manager: Alice Greenberg

Account Executive: Catherine Norman

Senior Project Manager: Kristen Neamtz

Animation: CWF3D

@maskeroni Alfred Maskeroni is director of video for Adweek.