Mitsubishi - Grandis
Rebel with a minivan. European fathers feel emasculated at the prospect of owning a minivan. A minivan is uncool - it screams 'parent!" It's the sort of car you buy because you have to, not because you want to. With its category-breaking 'wave' design and lower, meaner profile, the Mitsubishi Grandis was engineered to debunk this myth. We positioned the Grandis as the world's first cool minivan
- an aspirational blend of form and function aimed at responsible family men with latent rebellious streaks. We developed a left-brained strategy that appealed to the inner alpha male - no smiling families or dogs or kids -a tactic unseen in the category. This campaign was done in StrawberryFrog's Amsterdam office.
