AUTONEWS

Mazda documentary wins Bronze Lion at Cannes Lions 2026

Mazda Motor Corporation announced that its documentary "Goodbye RX-7: Saying Farewell to a Dear Friend" has won the Bronze Lion in the Entertainment category at the 2026 Cannes Lions International Festival of Creativity, earning Mazda its first award at the festival.

Mazda Motor Corporation (Mazda) today announced that its documentary film, “Goodbye RX-7: Saying farewell to a dear friend”, which depicts the bond between a car owner and her car, has been awarded a Bronze Lion in the Entertainment Lions category at the “Cannes Lions International Festival of Creativity (Cannes Lions) 2026.” This marks Mazda’s first-ever award at the festival.

The Cannes Lions, established in 1954 and held annually in June in Cannes, France, is one of the world’s largest festivals dedicated to advertising and communications. During the festival, award-winning works across each category are announced sequentially, and the festival is widely regarded as one of the most prestigious creative awards in the world.

The award-winning film is a documentary that traces the shared journey of a female owner and her cherished RX-7 over 25 years, capturing the irreplaceable bond forged between a human and a car. Through the owner’s deep affection and gratitude, culminating in her decision to relinquish her driver’s license as she approached 80, the film conveys that a car is not merely a means of transportation, but a companion that accompanies one throughout life.

Mazda believes that cars are irreplaceable partners that enrich people’s lives through the joy of driving. Based on this belief, the film tells a story of how the time and memories shared with a car shape the brand—an aspect that was recognized through this award. In addition, Mazda has carried forward the owner’s sentiments by taking in the vehicle and assigning it a new role as a PR car, thereby contributing to the continuation of the story portrayed in the film.

Founded in 1954 and held annually in Cannes, France, the Cannes Lions International Festival of Creativity is one of the world's leading advertising and communications events. The Entertainment Lions category recognizes brand content that goes beyond traditional advertising and engages audiences through entertainment and cultural relevance.

The film tells the authentic story of long-term ownership of a Mazda RX-7 over approximately 25 years, combining real-life use and maintenance of the vehicle with the final stages of ownership. It provides a believable portrayal of the relationship that can develop between driver and car over time, while addressing broader themes such as the vehicle's lifecycle and changing mobility needs, including voluntary retirement in later life.

The production was made in collaboration with the Japanese production company that initiated the project and submitted it for Cannes Lions. The documentary uses a factual interview-based approach, combined with observational footage, to provide an authentic record of ownership.

The RX-7, which was produced from 1978 to 2002, is one of Mazda’s most recognizable models and is closely associated with rotary engine technology. It remains a key element of Mazda’s heritage preservation efforts and engagement with enthusiasts around the world.

In addition to Cannes Lions, the film has also won several international awards, including the Crystal Award at the MAD STARS 2025 (Busan International Marketing Advertising Festival), the Minister of Economy, Trade and Industry Award at the Eibunren Awards 2025, and the TEAM UKYO Award and Grand Prix at the International Auto Film Fest 2026.

The project is part of Mazda’s broader strategy to capture long-term customer relationships and the continued value and relevance of its vehicles beyond their production.

Mazda PR