With the campaign “The Legend of Legends” we had a very clear challenge: we needed to create a maximum buzz around the launch of the newest model of the legendary Pajero series. In order to accomplish that, we promoted an unprecedented encounter: three legendary artists together not only to star the campaign but to create it.

To launch the Mitsubishi Pajero in Brazil was a great challenge: the high price of the car while the Brazilian market suffered a recession increased the difficulties. But the Mitsubishi Pajero is considered an off-road automotive legend in the country. And for the launch of a new model, the vehicle deserved a campaign that generated impact, that would be featured in the news and turned consumers’ interest into sales.

A car considered to be a legend in Brazil deserved a campaign created by other legends. From this idea, “The Legend of Legends” campaign was born, where we have three legendary brazilian artists creating the new Mitsubishi Pajero Sport campaign: Fernando Meirelles, movie legend. Sebastião Salgado, photography legend. And maestro João Carlos Martins, music legend. The coming together of legends with a car, generated unique content where we could keep up with the artists’ creative process. And, in the end, the work of these artists was revealed: a short film that narrated the adventure of a photographer and his car, in the middle of nature, in the search of a legendary photo.

The three artists imparted with a great amount of artistic sensibility for the campaign, catching the attention of an audience with high purchasing power, that is used to keeping up with the art world. The celebrity status of the artists and the uniqueness of this encounter also contributed to a PR strategy, as they acted like true influencers, getting the attention of the public even before the campaign was officially launched. Keeping up with the artists’ creative process was also of interest to a great part of the population since they are artists considered a source of national pride. For the reason, the campaign had such an impact on social networks and traditional media, catching the attention of the most varied communication vehicles.

The partnership with the three artists was vital to gain PR results for this campaign. Acting as true influencers, the campaign hitched a ride on the artists’ worldwide fame, attracting interest from news outlets and earned media, both in Brazil and abroad. The press resonated all of the phases of the campaign: the teaser phase, the artists’ brainstorming and the launch film created by them. The campaign also counted on a launch event with the presence of journalists from the biggest communication vehicles in Brazil, who in turn spread the news on the following day, which was the starting point of a successful PR strategy.

Most important: 100% of the cars were pre ordered. Accesses to the Mitsubishi site were up 570% during the first week of the campaign. 7,4MM in earned media. 15MM views on the internet.