Suzuki redefines success in latest brand campaign via Deloitte Digital


In Suzuki’s latest brand campaign via Deloitte Digital, the automotive company is searching for Australia’s most successful people under a new definition for the word – “Success is graded on a curve, that’s on your face”.

Says Michael Pachota, general manager of Suzuki Australia: “In a market that often frames and measures success by social status, job titles or how many houses you own, we thought it was important to let Australians know what we think success looks like, which turns out to be people dancing in matching outfits.

”By creating TikTok Australia’s first ever ‘car giveaway hashtag challenge’, the brand is asking Australians to share their success stories online to land the ‘Most Successful Person in Australia’ a brand-new Suzuki Jimny.

Says Robert Rosengarten, assistant marketing manager, Suzuki Australia: “People are posting success stories all the time. We thought we’d support that, because if you’re living life for fun’s sake, you should be driving a Suzuki.”

Says Matt Lawson, chief creative officer of Deloitte Digital: “There are many top tier car brands that market only to the very successful. We thought we’d join them, but first, change what success means. Indeed, Suzukis are designed only for the most successful people in Australia.”

The latest iteration of the For Fun’s Sake brand platform will roll out through a fully integrated campaign across broadcast TV, social media channels, digital display, point of sale, and

Client: Suzuki Australia
General Manager, Automotive:  Michael Pachota
Assistant Marketing Manager, Automotive: Robert Rosengarten
Digital Marketing Coordinator, Automotive:  Daniel Sammut

Creative Consultancy: Deloitte Digital
Partner: Adrian Mills
Chief Creative Officer/Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designer: Caitlin Demetriou
Copywriter: Talia Stone
Group Account Director: Daniel Loukidis
Account Manager: Ellie Young
Senior Producer: Marlese Sloan
Finished Artist: Mark Scano

Production: Photoplay
Director: Sarah Adamson
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Stills Producer: Belinda Blooman
Cinematographer: Campbell Brown
Production Designer: Karla Milat
Wardrobe: Peter Simon Philips
Casting: Sarah McGrath / Byrne Casting
Editor: Joe Morris
Post Production: White Chocolate
Colourist: Andrew Clarkson
Sound: Sonar Music

Media: Noisy Beast
Group Media Director: Ben Lynch
Media Account Manager: Josh Sharpe