Does this work
Mazda came to us with the CX-50, a new SUV designed to harmonize with nature instead of conquer it, and an existing tagline: ‘We’re more human in nature.” A little research led us to the discovery that spending 120 minutes a week in nature is proven to improve our health in measurable ways like a lower resting heart rate and reduced levels of the hormones that cause stress. Just like that, The CX-50 Minute Challenge was born. Spend 50 minutes in nature 3 times a week, track your activities with the ParticipACTION app, share them on social media, win prizes. And while the idea originated with us, it was quickly embraced and built out by our agency and media partners.