Sigi Award for These Days and Mazda

Antwerp advertising agency These Days was one of the laureates at the annual SIGI Awards. The Mazda Open Air B&B campaign won the SIGI Award in the Promo category.

The Mazda Open Air B&B campaign was the campaign set up by These Days last summer to launch the brand-new MX-5. The car goes back to the essence of the convertible roadster and gives its passengers an instant holiday sensation. The MX-5 is not a status symbol but happiness on wheels, a car that invites you to just get in and take off. Those interested in trying the new car booked more than just a standard test drive; it was more of a test trip. They got to spend a full day in the MX-5 including an overnight stay in the Mazda Open Air B&B.

These Days conceived and designed a container room that was fitted with all modern comforts and – obviously – inspired on the concept of the MX-5, including a specially designed open roof with a view of the night sky. Go to for a virtual check-in.

The SIGI Awards are organised each year within the worldwide Wunderman network. More than 50 agencies from 11 countries sent in their best campaigns. The jury then selected the strongest cases that best illustrate the network’s philosophy: Creatively Driven. Data Inspired

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