Spin-out independent creative agency ATime&Place, formerly part of Deloitte Digital, has taken the wrappers off its first work since setting up shop, releasing its inaugural campaign for Suzuki Australia.

Dubbed the 'Suzuki Index', compares the cost of Suzuki cars per kilometre to the cost of everyday items. This quirky approach is designed to highlight the value of Suzuki cars during the company's Plate Clearance event.

"The Suzuki Index allows us to be topical and tactical. When we see a spike in a particular everyday item, we can respond accordingly, with a direct comparison to a Suzuki and its features. Which is unfair, as most everyday items can’t hold a family of five in a well-appointed interior. Especially raspberries. Those things have absolutely no structural integrity," said Matt Lawson, CCO, ATime&Place.

The 'Suzuki Index' will be delivered across multiple platforms including TV, online, outdoor, radio, PR, print and point of sale. The campaign aims to turn every grocery shop into a moment to contemplate the value of a Suzuki during the Plate Clearance event.

However, the campaign has faced some hiccups, with Meta mistaking some of the ads for fake news.

"We love that once this campaign has been experienced, it turns every grocery shop, (and every time you throw out wilted spinach) into a moment to contemplate the great value of a Suzuki during our Plate Clearance. And appearing as financial news allows us to create responsive ads that slip right into the current high-intensity news cycle. We’ve even had Meta pull some of the ads as they thought they were fake news. We’ve solved that problem now. We’ve explained that these are real fake news," said Michael Pachota, General Manager of Suzuki Automotive.

ATime&Place has been operating as an independent business for 10 weeks. Its the new shop for Adrian Mills and Matt Lawson, who joined Deloitte from McCann in 2017 to set up the consulting giant's advertising unit. Lawson has been the APAC chief creative officer for Deloitte Digital for five years, while Mills was partner for creative, brand and media.

As reported by Mi3, the spin-out was the result of Deloitte Digital shuttering its advertising offerings.