Cannes Lions

Who Run the Lane

180LA, Los Angeles / MITSUBISHI / 2017

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Overview

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Overview

Description

We posted a beautifully modified Outlander Sport on our social channels – without revealing the owner – and waited for the community’s response. As expected, the fans gave shoutouts to the owner assuming it was a guy. A week later, we revealed Phylicia, the female mod enthusiast behind the car.

Execution

Mitsubishi confirmed the gender bias by posting a photo of a modified Mitsubishi Outlander Sport across Facebook, Instagram, and Twitter. Fans were encouraged to comment with their thoughts on the vehicle shown. As expected, most users’ comments spoke of the owner as a man. About a week later, on International Women’s Day, Mitsubishi surprised social audiences with a video revealing the owner as Phylicia, a Mitsubishi owner and passionate car mod enthusiast.

Outcome

27.9k media impressions, with 12.7 million combined online readership. Most importantly: Phylicia’s story directly challenged a popular stereotype and inspired many other female modders to start celebrating their cars as well.

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