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ISUZU BELGIUM
As part of our collaboration with Isuzu, we had the opportunity to work on a campaign that brings to light the true role a vehicle can play in people’s lives. The D-Max is not just a means of transport. It is a workspace, a toolbox, a mobile command center, and, above all, a dependable partner built for those who never slow down. With the launch of the new Isuzu D-Max 2024, the challenge was clear: to reflect the strength, precision, and resilience that define the vehicle, while showcasing its ability to shift seamlessly between professional use and personal freedom. From job sites to mountain trails, the D-Max is designed to adapt, endure, and perform. This campaign focuses on more than just features. It celebrates the idea of the D-Max as an essential tool in motion, one that empowers its driver through everyday challenges and weekend escapes alike. The goal was to create a clear, confident message that highlights Isuzu’s commitment to utility, performance, and lasting quality through every detail of the campaign.
At the centre of our campaign for the new Isuzu D-Max is the belief that a vehicle should be more than just a means of transport. It should be a tool you can rely on, a space you can trust, and a partner that keeps up with every part of your life. With WORK HARD. PLAY HARD. We are not simply introducing a new model; we are expressing a way of living built around commitment, effort, and reward. For many, the D-Max is far more than a pickup. It is a mobile office, a travelling workshop, a secure toolbox, and a daily companion where plans are made, gear is stored, and long days begin early. Designed to reflect that reality, the new D-Max delivers power, comfort, and dependability whatever the challenge. This campaign highlights the D-Max’s dual nature. WORK HARD through the demands of the week, the pressure, the workload, and the responsibility. PLAY HARD when it is time to disconnect, explore, and enjoy every moment off the clock. It adapts, performs, and endures without compromise. That is exactly what we want people to feel behind the wheel. Driving a D-Max is not about showing off. It is about showing up, ready to work hard, ready to play hard, and ready for whatever comes next.
The “Work and Play” concept showcases the new Isuzu D-Max 2024 as the ultimate versatile vehicle perfect for both professional and personal use with key elements that emphasize the dual purpose messaging of “WORK HARD” and “PLAY HARD” highlighting the D-Max’s ability to handle tough jobs and adventurous activities through contrasting images of work (effort) and play (reward) that highlight the vehicle’s versatility using both French and English text to broaden the campaign’s appeal and emphasize Isuzu’s global reach through consistent Isuzu branding and the “Drive a Max” slogan to reinforce the campaign’s message highlighting key D-Max features.
BRUSSELS MOTOR SHOW 2025
For the Brussels Motor Show 2025, we brought the Isuzu brand to life through a bold and immersive stand experience. The campaign was deployed across print, digital screens and animated content, all designed to reflect the strength, precision and dual-purpose nature of the new Isuzu D-Max.
Every element was crafted to echo the spirit of the vehicle.
A reliable work partner during the week and a capable explorer on the weekend. From the bold “Work Hard Play Hard” visuals to the modern and rugged staging of the trucks, the stand delivered a consistent and powerful message.
The result was a dynamic environment that captured Isuzu’s identity through impactful storytelling and design. A clear expression of what it means to Drive a Max, built for those who demand more from their vehicle every single day.
At the same time as the Brussels Motor Show, a dedicated “Conditions Salon” campaign was launched across digital platforms to support the commercial momentum of the new Isuzu D-Max. While the objective was promotional, we ensured full consistency with the visual identity and mindset of the main WORK HARD. PLAY HARD. campaign. The tone, imagery, and layout remained aligned with the D-Max universe, reinforcing strong brand recognition across all touchpoints. To strengthen this connection further, the signature red line inspired by the Isuzu “Z” was directly integrated into the word “Salon.” This subtle yet impactful detail added a strong graphic presence to the visual while preserving the brand’s bold, precise, and performance-driven aesthetic.
We ensured that every element, from typography and imagery to graphic details like the signature red line, stayed consistent with the campaign’s visual language. This allowed us to maintain strong brand recognition while adapting naturally to the fast-paced digital environment. The result is a social campaign that reinforces Isuzu’s identity across every screen. One message. Many stories. All built to move.
This format allowed us to combine practical information with emotional storytelling, offering an engaging experience that reflects the D-Max spirit. Through this approach, we reinforced Isuzu’s positioning as a brand that delivers performance with purpose, built for those who expect more from their vehicle.
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