The Suzuki Ignis: Category maker; stereotype breaker



The new Suzuki Ignis is designed to bring a new younger 20-something female into the brand. Other car brands might try to appeal to women through pink colour schemes and tie-ups with cosmetics brands, but most found this incredibly patronising. To them ‘fun’ actually meant adventure and independence, but they rarely received messaging which reflected this. We created a brand-new TV format on the adventure of young women learning to drive.

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