The Mitsubishi Pajero (or Shogun as it’s known in the UK) is one of this Japanese marques most important products for their European market. Because of the durability and the toughness of the vehicle it is at home in many of the contrasting environments found throughout Europe. The challenge was to launch the new model across varying cultures which could prove difficult given the language barriers and the diversity of their social characteristics. It seemed obvious then to concentrate on the durability and pioneering spirit of the vehicle, and how it finds itself at home in any environment. The language problem pointed at an art direction solution. Created with cgi and bespoke location shots from around the world, the ads ran in print, outdoor and online throughout Europe.
Film courtesy of Saddington Baynes