Description
Mitsubishi Motors carried out a transformative action beyond the racetracks. In an impactful campaign, the brand managed to change the meaning of the word 'pilota' in the Michaelis dictionary. In Brazil, masculine words end with the vowel O, while feminine words end with the vowel A. Previously, 'pilota' was associated with "defeat" and "loss." Now, 'pilota' is a symbol of leadership and female empowerment. This initiative mobilized thousands on social media, reinforcing the importance of gender equality.
Now, 'pilota' refers to women who drive vehicles in automotive competitions, pilot aircraft or boats, and lead in various fields. This change is not just semantic but represents a significant advancement in the fight for gender equality in motorsports.
This professional campaign titled 'Woman Driver' was published in Brazil in May, 2024. It was created for the brand: Mitsubishi, by ad agency: Tech and Soul. This campaign is related to the Automotive industry and contains 1 media asset. It was submitted 11 months ago by Creative Director: Brunno Barbosa of Mr. Da Vinci.
Credits
Client: Mitsubishi Motors
Client Approval: Márcia Neri, Marcelo Palma Benaci, Martha Plascak, Victor Henrique Bay, and João Pedro de Carvalho Guttierrez
Product: Institutional
Agency: TECH AND SOUL
CCO: Flavio Waiteman
ECD: Daniel Magri
Creative Directors: Ricardo Andrés and Jhon Meza
Art Direction: Bruno Oliveira
Copywriting: Jéssica Fernandes
CEO: Claudio Kalim
CBO: Liliany Samarao
Executive Director of Account Service: Michelle Zeger
Account Manager: Larissa Lima
Head of Planning: Yara Rocha
Planning Director: Danilo Ueno
Planning Assistant: Antonio Gandour
Content Managers: William Santos and Giuliana Lorenzetti
Community Managers: Giulia Cieri and Larissa Martins
COO & CFO: Marcelo Zaine
Executive Producer: João Pedro Albuquerque
RTVC: Graziela Barbeiro
Project Manager: Patrícia Goulart
Production Direction: Rogerio Gonçalves
Production Supervisor: Letícia Bamonte
Image Retouching / Treatment: Goodimage
Editor / Assembler / Finisher: Andrio Nascimento
Motion: Ederson Vendramini
Audio Production: Blood Áudio
Music Production: Otavio de Moraes
Finalization: Vitor Motter and Rafael Pacheco
Account Service: Carol Vadasz
Voice Over (case): Dani Monaco
Voice Over (interview): Adriana Guerra
Executive Production: Dani Monaco
Pr: Mr. Da Vinci / Brunno Barbosa
