SUZUKI QUEENSLAND
Names like Fronx don’t just happen. They crash through committees, zig past conformity, and come out the other side with a weird little grin.
And thank god. Because the world has enough boring cars with boring names and no pointy bits. Fronx was built to stand out, just like Queensland (which also has a pointy bit).
MEET FRONX
Campaign Strategy, Creative Direction, Campaign Roll-out
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Suzuki Queensland needed to introduce an entirely unfamiliar nameplate — Fronx — to everyday drivers. The goal was simple. Make it memorable. Make it likeable. Make it feel unmistakably Suzuki.
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We treated the name as the hero. Confident. Playful. A little irreverent.
The tone was youthful but grounded, speaking to anyone who lives with a sense of adventure (regardless of age or postcode).
Street-art inspired visuals and crafted headlines made “Fronx” impossible to ignore.
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A full-funnel, multi-touch launch across digital, social, outdoor and dealership environments — all anchored in the core campaign line:
Meet Fronx. Not named to fit in. Not built to either.