Agency:  Africa, São Paulo, Brazil
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Flavio Waiteman
Creative Directors: Humberto Fernandez, Rafael Pitanguy
Art Director: Humberto Fernandez
Copywriter: Rafael Pitanguy
Photographer: Platinum
Copy: “The offroad citysized.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Sometime big things lurk in small places. The Mitsubishi ASX has the heart of a big offroad vehicle but fits between the lines of a cityroad.
2. Affective: Confident, adventurous, and excited to drive.
3. Conative: Test drive an ASX. Look at unassuming city roads hazards as if they were serious offroad hazards.

Positioning
Many people challenge the practicality of driving a vehicle designed for offroad use in a city environment. Enter the Mitsubishi ASX—the first offroad SUV designed specifically for city driving. It’s engineered to handle city hazards with the same reliability and with the same vigor an offroad vehicle handles offroad hazards.

Consumer Promise
Since the Mitsubishi ASX can handle big offroad hazards, it can certainly handle city roads. And it’s small enough to comfortably drive around town.

ADDITIONAL EXECUTION

Visual: A pool of piranha showing teeth and thrashing around in a puddle on a city street.
Copy: “The offroad citysized.”

Agency:  Momosapiens, Marseille, France
Art Director/Copywriter:Simon Reynard
Photogrpaher: Peter Beavis
Copy: “The beginning has never been this close to the end.”
Client: A short film festival.

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: The films at the festival are short. The period of time from when the ad is viewed to when the festival begins is also short. The entire festival will last only a short time.
2. Affective: The short films will be inherently interesting. The time it will take to view the films and attend the festival will fly by leaving the viewers with a lifetime of memories.
3. Conative: Go to the festival.

Positioning
No matter who you are, you’ve experienced the fleeting passing of time while living a memorable moment. It always seems that the best times in our lives are over before we know it leaving us with only our fond memories. And that is exactly what this campaign seeks to evoke: The feeling that this festival and it’s films will leave lasting memories in too short of a time period. So many memories, in fact, you’ll think you’ve lived a lifetime. To further connect the ads to the festival, each one will present a conceptual synopsis of a film by blending the beginning with the end or by conceptually using the films key characters.

Consumer Promise
You are sure to remember these curiously short films.

ADDITIONAL EXECUTION

1. Visual: Marathon runners on a track in street clothes (characters in one of the films) all fight and pile on top of each other to secure the closest position to the starting line. A referee in the back ground stands with a gun pointed to the sky ready to sound the go ahead. Just a few metes away is the finish line.
   Copy: “The beginning has never been this close to the end.”