Mitsubishi Showcases Intuitive Technology In New Campaign Via Richards Rose

Mitsubishi Showcases Intuitive Technology In New Campaign Via Richards Rose

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


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