The Mazda BT-50 has always struggled with being perceived as an overly feminine ute that’s got not guts. Mazda HQ listened and developed a new version of the ute that looked much tougher.

To launch the new ute, we developed a new line ‘Give It Heaps’ and built an entire campaign around this punchy Aussie saying.

This included a film called ‘Robbo’, pillar films, a brand new OOH aesthetic. Plus a North Melbourne FC sponsorship activation where patrons could ‘Give It Heaps’ themselves in the commentary BT-Booth.