The past decade the Mazda brand suffered a lack of appreciation in the 18-35 target group. Young people felt it was a brand with cars for older people. The last years however the complete line-up had changed and it was time to bring Mazda back to the attention of a younger audience. That’s why Mazda started a partnership with Tomorrowland, the biggest and most spectacular dance festival in the world. We had to find a relevant and eye-catching way to communicate this partnership to the music-loving public.