Creativity

Mitsubishi Fools Car Fans With a Set of Wheels Owned by a Woman

Commenters Assumed the 'Sick' Outlander Was Owned by a 'Dude'

By Alexandra Jardine. Published on Mar 08, 2017

Editor's Pick

Mitsubishi's International Women's Day campaign set out to reveal some unconscious bias among motoring fans.

The brand posted a modded Mitsubishi Outlander Sport on its Facebook and Instagram channels. From the comments (like "sick car bro" and "dude, that's pretty cool") it was clear that fans thought the car belonged to a male enthusiast. But a week later, on International Women's Day, Mitsubishi posted a video revealing that the owner, and passionate car enthusiast, is a woman.

The aim of the campaign, by 180 L.A. is to inspire and celebrate female drivers. As the vast majority of car enthusiasts are male, including those fans active on Mitsubishi's social channels, the brand wanted to try and break that stereotype.

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About

Credits

Date
Mar 08, 2017
Agency:
180 LA
Client:
Mitsubishi

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