Mitsubishi Pajero Sport 2020 Launching Campaign
Client: Mitsubishi Motors Vietnam
Associate Creative Director: Chau Hieu Hoa
Copywriter: Trang Nira
Art Director: Tam Huynh, Cao Nguyen Tran
Background: Mitsubishi’s Pajero Sport was launched in 2011, yet after 9 years, it still has a minor market share with harsh competition in the market. Pajero Sport is not the TOM product when mentioning SUVs. Vietnamese long-term perception Pajero is the government’s/banks’ car, not popular for common usage.
With the proposition, “Pajero Sport 2020 with bold design, strong power and advanced technology to conquer all your challenges”.
For this launching campaign, we launched the idea "THE RENAISSANCE OF PAJERO SPORT" to tell our consumers that New Pajero Sport 2020 is a tremendous comeback of a legendary SUV. Let’s make Pajero great again!
Anyway, we did not win the pitch. But still, I’d like to call this an idea-on-paper.
The Animated Key Visual
The Key Visual
The Online Film:
The movie is set in a lab, where the Mitsubishi engineers are completing the final steps of the production process of Pajero Sport 2020. With the desire to bring out the most breakout version in the history of Pajero models, the chief engineer takes a risk to make a bold decision, despite the obstruction of his partners.
The Pajero Sport has made a spectacular transformation with the astonishment of everybody. The limits of the old version have been replaced with the majestic appearance and vigorous performance. The comeback of Pajero Sport 2020 represents the willing spirit to change to be a better version of itself, be ready to conquer every road and coming challenges.
Here is the storyboard
The film opens in an urgent atmosphere at a secret laboratory of Mitsubishi, and people rush around the room.
Some people are busy taking notes with intense facial expressions. Another group is adjusting parameters; sweat rolls down their cheeks.
A black car stands on the base placed in the middle of the room.
Cut to the control room. The chief engineer is focusing on reviewing the car design on the hologram screen, confidently shouting out to everyone: “Today, we will make the history of the Pajero Sport.”
Cut to the chief engineer’s control panel. He immediately pushes the control button to a higher level. The camera zooms out to see a broader view of the worried faces, astonished eyes of the employees.
Close up to the car on the base gradually lifted, appearing a transforming red ring covering the car body. The ring rotates around the car evenly.
Close up to the horizontal car body, the transforming ring gradually separates and moves toward the front and rear of the car. Wherever the transforming ring goes, the old black paint layer transforms into the shiny red, and Shark-fin antenna appears on the roof of the car, the front, and back tires also change.
Cut to the control room where the chief engineer proudly looks at the car makeover, he pushes the control button to the maximum level. All the staffs shout out in panic: "Hold on! Watch out!". The people around look at the chief engineer in fear, but he still decides to do it.
The camera pans to the group of employees with scarily pale faces, messy hair, their eyes, and mouths are wide open in front of the terrifying scene.
A close shot shows the engineer’s face expressing his pride and excitement with the transformation of the car.
The camera pans to the group of employees with scarily pale faces, messy hair, their eyes, and mouths are wide open in front of the terrifying scene.
A close shot shows the engineer’s face expressing his pride and excitement with the transformation of the car.
As the camera pans to the car, we see the light of the transforming ring flickers then turns off.
The base is lowered, a big noise suddenly resounds. The room is in complete darkness.
The base is lowered, a big noise suddenly resounds. The room is in complete darkness.
Amid the quiet ambiance, the car's headlamp light up, shining on the control room.
The car engine powerfully echoes, the car gradually rolls. With their eyes wide open, the chief engineer and his team members look at each other and together admire the brand-new Pajero Sport. They know they successfully made history.
Cut to the next scene, we see the car rear in the foreground, the laboratory door slowly opens,the light passes through the gap of the opening door and shines in the laboratory. The lab door fully opens, the car rushes out of the laboratory.
We see the car drive through many terrains, such as mud, stream.
In the left half, we see the car drive through the muddy road, and the camera slowly pans to the alloy wheels rolling through the mud. In the right half, we see the car plunge into the fast-flowing stream, water splashes onto the screen.
Cut to a vignette series featuring the unique design of the Pajero Sport with the projector Bi-led headlamp, alloy wheels 265/60R18, LED tailgate. The car accelerating, gliding in the dark tunnel, a range of Pajero's exceptional interiors: 4-strokes steering wheel, smart link display audio with 8". The car running out of the tunnel, toward the city that was glowing in the dawn.
VO: PAJERO SPORT 2020 HOÀN TOÀN MỚI. DIỆN MẠO OAI PHONG, UY LỰC VỮNG VÀNG.
BRAND-NEW PAJERO SPORT 2020. MAJESTIC APPEARANCE, VIGOROUS POWER.
BRAND-NEW PAJERO SPORT 2020. MAJESTIC APPEARANCE, VIGOROUS POWER.
THANK YOU!
