To launch an automotive legend in Brazil, we used three other legends: Sebastião Salgado, photography legend. Fernando Meirelles, movie legend. And João Carlos Martins, music legend; Three artists considered to be true legends in Brazil. The meeting of these three legends generated episodes that showed the artists’ creative process while creating the new campaign for the Mitsubishi Pajero Sport. In the end, we presented the results of this meeting: a short film that talked about the adventures of a photographer and his car, in the search for a legendary photo. More than common advertising, it was an entertainment campaign, mixing

Mitsubishi Pajero Sport is considered to be an off-road automotive legend in Brazil. And for the launch of a new model in the country, the car deserved a legendary campaign, which would generate impact and would be featured on the news, and at the same time we needed to reinforce that this was a sophisticated vehicle.

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 track of 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 legendary artists imparted a lot of their artistic sensibility to the campaign, getting the attention of an audience with high purchasing power, and used to keeping up with the art world. The media deliveries were done according to this audience, with a lot of digital media that delivered the content directly to this audience. And even using traditional media such as movie theaters and television channels present in the lives of this audience. The artists’ celebrity status also contributed to the PR strategy, getting the attention of the audience even before the campaign was officially launched. Keeping up with the artists’ creative process was also interesting to the general audience, especially due to the unprecedented nature of the campaign. This is why the campaign reverberated so much on social networks.

The gathering of these three legendary artists generated content that was split into four films: “The Legends”, where the artists get to know the car. “The Photography”, where Sebastião Salgado talked about his creative process and his ideas for the campaign’s photography. “The Film”, where Fernando Meirelles talked about his ideas on production and direction. And “The Music”, where João Carlos Martins talked about how he was inspired by the works of Bach in order to contribute with the soundtrack. The episodes were uploaded to a special site where it was possible not only to watch the films, but also access content about the artists, about the car, as well as the possibility of pre-ordering the car. Next, we released the short film created by the artists for the launching of the car, which completed the content for the website and was also aired in all sorts

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.