Cannes Lions

A victory to be repeated

TECH AND SOUL, Sao Paulo / MITSUBISHI / 2022

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Background

Motor racing is one of two sports where women and men compete in the same category. But what happens when the woman wins? What if she wins one of the most contested championships in the world?

In 2001 that's what happened. Jutta Kleismith won the Paris Dakar rally aboard a Mitsubishi and instead of massive publicity as the first and only woman to win a major motoring competition, the news was lost among others and had little prominence.

To celebrate 40 years of the Pajero, Misubishi chose this landmark story among all its victories to represent the legacy of the car and the brand.

By the way the other category is hipism.

Idea

The story was fantastic, but nobody notice that.

What to do when the win was fantastic but no one paid enough attention to it?

What we did was retell and recreate with a cinematic craft the most emotional moments of this Dakar Rally victory and put all the credit on Jutta Kleinsmith.

Jutta Kleinschmidt preferred talk about the difference to the runner-up, Masuoka.

She won on talent.

This female, non-victimized and true vision of events put us on a mission: to recount this victory, we would need female directors. Therefore, we invited "We are Magnolias". The second and third unit directors were also women. The female point of view was very important for the emotion that arises in the film when she crosses the finish line. At that moment, several things went through Jutta Kleinschmidt's mind and, without doubt, an exciting part of the work.

Strategy

• Data

The audience today is in bubbles. The person interested in cars are less and less susceptible to automotive launches and novelties. We thought of creating interest in Pajero Sport by telling an incredible and unforgettable story.

• Target audience

The target was divided by purchasing power and new consumers. In addition, the campaign involved an effort to attract more and more women to the automotive events that Mitsubishi promotes in Brazil. More than 20,000 people participate in its competitions each year, competing since in more familiar formats to professional competitions such as the MIT Cup.

• Approach

Entertainment. A 3-minute story that was broadcast in the Super Bowl final on ESPN in Brazil, one of the largest qualified audiences in the country, as well as on several other pay TVs, cinema and digital.

We also created and broadcast

Execution

Implementation.

We invited Jutta Kleinmith, who won the Dakar Rally, to direct the campaign's creation.

We also invited the female director duo Magnolias to be the directors of the project and 70% of the team were women. The brand's CMO is also a woman.

• Timeline

We launched the campaign on Sunday, February 13, approximately 20 years after Jutta Kleinsmith's victory. on a Sunday, with an announcement in the main newspapers of the country they would repeat the story of her victory. A story to be repeated.

• Placement

Plus a 3-minute film in the live event with the largest qualified audience in Brazil, the Super Bowl broadcast by ESPN , Globonews, Sportv2, TNT Series, Warner, History, Discovery H&H, AXN, CNN Brasil more than 300 movie theaters and in addition the 3 and 5-minute documentary aired widely and TV stations open to a large national and qualified audience.

Outcome

+ 18 Millions of views on Official Mitsubishi Motors Youtube Channel

+ 5 MM earned media

+170 millions impact

ALL VEHICLES SOLD

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