The change

Isuzu has a strong track record of building long-term strategic relationships. What started as an entry for ITV’s Head First award, a new initiative that shines a spotlight on mental wellbeing, enabled the company to raise awareness about an issue that affects a significant portion of their customers.

With 77% of men experiencing mental health symptoms* and 1 in 8 Brits preferring to have difficult conversations in a vehicle**, we used the Isuzu D-Max to open up these discussions, creating a heart-warming film about relationships that came runner-up in the Award.

An angled grid arrangement of black matte conversation cards. Each card displays white empathetic prompts—including "When do you feel happiest?", "How can I be a better friend to you?", and "I've been finding running really good for my mind, what works for you?"—connected by red dashed pathways and red line-art wellness icons.

Why it matters

169000 +

Total impressions

4000 +

Total engagements

The advert is highly effective in showing how conversations while in a vehicle can have a positive effect on wellbeing and mood; serving as a refuge for conversation, in a safe space to talk with the distraction of the road ahead and without the pressure of eye contact. We were overjoyed to have been chosen as a runner up in ITV’s Head First initiative and to be putting this fully integrated campaign live is a huge sense of achievement, that we can be giving something back to a nation that’s supported our brand over the years.”

George Wallis, Head of Marketing for Isuzu UK
Spark
A two-page magazine spread mock up featuring a dark interior shot of a driver and passenger wearing hi-vis vests inside an Isuzu truck cab. The left page displays the opening headline "Whatever's on your mind...", leading into a red speech bubble on the right page reading "...let's talk, side by side.", accompanied by copy explaining the value of side-by-side mental health discussions, Isuzu logo branding, and campaign links.
A camera monitor framing a scene of a woman talking to a resident through an open window during a commercial video shoot.
A camera monitor framing a live scene with actors next to a blue pickup truck during a commercial shoot.
A film production clapperboard marked for the "Isuzu - Side by Side" campaign video shoot, showing Scene 36, Take 1.
a group photo of a filming crew
A high-angle close-up of a stack of vibrant red conversation prompt cards resting on a concrete surface for Isuzu's "Side by Side" campaign.
A smartphone mock up lying on a dark stone surface displaying Isuzu's "Side by Side" campaign web page promoting downloadable conversation cards.

*Priory Group research

** Aviva Censuswide research Jan 2022

Client

  • Isuzu UK

Deliverables

  • Art Direction
  • Concept Development
  • Digital Marketing
  • Film Production
  • Literature
  • Multi-channel Campaigns
  • Out of Home
  • Social Media
  • TV commercial
  • Website Design

Additional Credits

  • BTV
  • Kirsty Hunt PR
  • Rik Bodgers (Composer)

Our Projects
See all work

Ecolab
Isuzu UK
XPENG