Cannes Lions

WomAn Driver. Redefining "women behind the wheel"in our language.

TECH AND SOUL, Sao Paulo / MITSUBISHI / 2024

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Overview

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Overview

Background

- The brand has been supporting women in motorsport and treating them equally for a long time, using "Pilota" for women and "Piloto" for men. However, it felt the need to transform the perception and recognition of these athletes.

- And there would be no more appropriate time to address this than on International Women's Day, a historically day of struggle for female equality in society.

- The objective was to change the meaning of the word PilotA in the dictionary that meant Pain, Loss, and Defeat. And we did it.

Idea

On Women's Day, we launched a manifesto on social media to highlight the lack of the real meaning of "Pilota" in dictionaries and promote its official inclusion as part of the country's language.

Strategy

We benefited from the celebration of International Women's Day to raise a fundamental issue of gender pride. We showed everyone, inside and outside Mitsubishi's social media, that the lack of this word in our language only reinforces a social stigma in relation to women behind the wheel, implying that this is not a suitable place for them.

Execution

A video and a movement on Mitsubishi Motors brand social media, talking about the lack of the word in the dictionary and how much the brand believes in the power of this word, that is the reason why it has been using it for 30 years.

Outcome

- Since March 8, 2024, International Women´s Day we have had an

average of 5 articles written per day using the new meaning in the

newspapers (totaling 319 journalistic articles) like CNN brasil,

Veja.abril.com.br, Folha de São Paulo, Portal Uol, TV Banderantes,

Tribuna, Band Fm, Auto +, Portal R7, etc.

- In addition, we contacted the largest media outlets in Brazil sending a

“review note “for the articles published in the last year that used the term

"the pilot"

- On April 8th, we obtained the acceptance of the word and its new

meaning in the Michaelis dictionary. Since then the 4 largest

dictionaries have already been accepted: Aurélio, Michaelis, Dicio,

Priberam; the others are already in the process of releasing the new

meaning.

- Among search engines Google, has already changed the meaning of the

word, as well as Bing, Yahoo, Aol, Ecosia, Duckduckgo, Starpage and

MSN.

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