The carmaker showcases the new safety technology of its SUVs.
Mitsubishi has launched a new campaign that aims to showcase new safety technology available across its range of SUVs.
The creative, by Sydney indie shop Richard Rose, sees a squadron of mini drones flying in formation above and SUV and surging ahead to create emoji-like gestures on the road when needed.
For example, when a pedestrian jumps out in front of the car, the drones make a red ‘halt’ signal.
The creative incorporates a new-sub brand for the automotive giant, Mitsubishi Motors Intuitive Technology or MiTEC, and is produced by production company Airbag.
“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,” Mitsubishi head of marketing communications Darrell Jacobs said.
Richard Rose founding partner and ECD Adam Rose added: “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.”
The campaign will run across broadcast, out of home, high traffic digital sites, print and dealerships.
Credits
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 – Product & CX: Deepali Dabral
Senior Integrated Designer: Mac Archibold
Digital Producer: Jennifer Chan
Senior Producer: Katie Morton
Finished Artist: Alistair Donald
Production Company: AIRBAG
VFX Head: Rob Ride
VFX Producer: Nick Venn
Editor: Andy Stalph
Online: Chris Reynolds
Sound Studio: Rumble
Music Supervisor: Michael Szumowski
Sound Designers: Tone Aston and Nat Joyce
