Since 2001, the same year that Jutta Kleinsmith became the first and only woman to win the Paris Dakar Rally, Mitsubishi Motors from Brazil started manufacturing Rally competition cars.

And, always encouraged women to be part of the teams that compete in this modality.

Were almost 700 competition cars built and dozens of WOMEN who participate in the competition as drivers, navigators, strategists, mechanics and as part of the teams.

In the 40 years of Mitsubishi Pajero, a legend with more than 12 victories in the Paris Dakar Rally and in other competitions, we should choose a story to represent the brand's sportiness, overcoming obstacles and the 4x4 lifestyle. 4 you 4 victory.

The objective was to pierce the "audience bubbles" that are less and less interested in cars, with a history of overcoming that accompanied the brand's values.

Motor racing is traditionally a sexist environment.

And oddly enough, the rules of motorsport allow women and men to compete with each other.

If a woman won a world championship in motorsport today, the news would travel the world and make the headlines.

But, that's not what happened then.

To recount this victory today, about the female point of view, is important so that this story may inspire girls and that it may repeat itself in motorsport as well as any other activity that women wish to take part in.

This case is important for the cause of gender equality as it recalls one of the most incredible victories in world motorsport and that did not gain its due repercussion due to male chauvinism. Jutta Kleinschmidt was the first and, to date, only woman to win the Paris Dakar Rally for 2 minuts and 39 seconds.

In that moment she also felt immense pressure after the victory, as the FIA title was contested by the third-placed Schlesser. And at the same time, journalists suggested for her to give in the title to the second-placed Masuoka. She won big!

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.

• 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

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.

+ 18 Milions views on Client Youtube Channel

Earn media of 5 million reais

95% positive brand sentiments

165M impressions

50% increase in access to the brand's website by the female audience.