Mitsubishi Motors Australia has unveiled an integrated campaign that shines a light on the advanced technology and safety systems now available across its range of SUVs.
Created by indy agency Richards Rose for Mitsubishi’s new sub-brand Mitsubishi Motors Intuitive Technology (MiTEC), the concept demonstrates the intuitive nature of these innovations and makes them feel more human as they guide, protect and connect with a driver.
Produced by AIRBAG, the launch spot sees a squadron of mini-drones flying in formation above an SUV, then surging ahead when needed to create everyday emoji-like gestures for a safe, more confident and enjoyable driving experience.
Featuring prominently across broadcast, out of home (see below), high-traffic digital sites, print and dealerships, the campaign will roll out further with a comprehensive suite of 11 content videos housed on the Mitsubishi website.
Darrell Jacobs, head of marketing communications at Mitsubishi Motors Australia, said: “Innovation has become a part of our everyday drive, and today’s generation of drivers are demanding it.
“Mitsubishi Motors has a long tradition of developing state of the art automotive technology and we’re confident that MiTEC will help put us on their radar.”
Adam Rose, executive creative director and founding partner of Richards Rose, said: “Many people are surprised to discover how many features come standard in a Mitsubishi. However, explaining technology or safety systems can often come across as cold or complex.
“But by using the drone swarms as a visual metaphor, it’s allowed the technology to come to life with a meaningful and beautiful simplicity.”
Client: Mitsubishi Motors Australia
Head of marketing communications: Darrell Jacobs
Marketing communications manager: Amy Hooper
Digital marketing manager: Trish Ind
Creative agency: Richards Rose
Founding partner and executive creative director: Adam Rose
Senior art director: Liam Hillier
Senior copywriter: Dominic McCormack
Head of broadcast and content: Tanya Hairman
Group account director: David Hallett
Executive producer of product and customer experience: Deepali Dabral
Senior integrated designer: Mac Archibold
Digital producer: Jennifer Chan
Senior producer: Katie Morton
Finished artist: Alistair Donald
Production company: AIRBAG
Head of visual effects: Rob Ride
Visual effects producer: Nick Venn
Editor: Andy Stalph
Online: Chris Reynolds
Sound production company: Rumble Studios
Music supervisor: Michael Szumowski
Sound designers: Tone Aston and Nat Joyce