A creative solution for an advertising campaign Mitsubishi Electric
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Команда creative«LIMON» team
«LIMON» creative team
LanaIvanMashaOlesyaNatasha Fresh ideas for serious business
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Команда creative«LIMON» team
The Global Development Concept by Mitsubishi Electric Traditions – are the basis on which the most actual, modern and progressive ideas are standing. It is impossible to invent something new without knowledge which has been saved up in the past.
23.12.2005 13.12.2005
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Japan & Russia Japan and Russia are similar in the mentality: they piously honor the traditions which wake our countries original, preserve the national uniqueness. We have the different traditions, but we have one general feature – to keep them. 23.12.2005 13.12.2005
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Philosophy of advertising campaign Mitsubishi Electric The mankind constantly goes the way of development, creating new, improving the already reached. Mitsubishi Electric company carefully preserves traditions on which new technologies are based. Mitsubishi Electric's traditions create the basis for the future.
23.12.2005 13.12.2005
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Traditions are incorporated in high technologies of Mitsubishi Electric Progress is tradition. Mitsubishi Electric Quality is a tradition. Mitsubishi Electric Stability is a tradition. Mitsubishi Electric
23.12.2005 13.12.2005
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The placement of the commercial Commercial The outdoor advertising: Billboards 3X6 Blurb (printed advertising)
23.12.2005 13.12.2005
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Embodiment of the idea The symbols of the movement directed to the future, are such technical achievements as trains, planes, ships and other products of high technologies. The given images easily get into philosophy of an advertising campaign of Mitsubishi Electric 23.12.2005 13.12.2005
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Script A sunny summer day, a meadow filled with the sunlight where there's a railroad seen in the distance. A train is moving along the railroad. We watch it move from the tail carriage. All the tail carriages are those of the 19 th century. The train is moving slowly and easily. It perfectly this the whole panorama. We keep observing the moving train smoothly shifting our look to the first carriage. But what do we see? Now there's a modern comfortable upto-date express. How did it become like this? Progress is a creation of Mitsubishi Electric which does its best to bring high technologies, based on traditions to our everyday life. The train whirls away moving into the future. Progress is tradition. Mitsubishi Electric. 23.12.2005 13.12.2005
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The literary script The first act (the beginning) 1.
2. 3.
The hero of the first act is the past, which is presented in various images (train, plain, ship, escalator) The Hero-past aims to the future – it’s its goal The Hero-past carries in itself the traditions are demanded in the future.
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The second act (the middle) Mitsubishi Electric Company helps the past become the future.
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The third act (The end) Time, technologies and Mitsubishi Electric Company make the hero of the first act the hero of the future.
Storyboard
23.12.2005 13.12.2005
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23.12.2005 13.12.2005
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Команда creative«LIMON» team
The outdoor advertising. Elements Visual appeal Logo Slogan: Progress is Tradition. Mitsubishi Electric
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23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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23.12.2005 13.12.2005
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23.12.2005 13.12.2005
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Blurb in magazines Blurb (two line on a turn) The same images, as in the outdoor advertising and TV commercial The moment of transition from the past to the future is on a bend of page
23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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Команда creative«LIMON» team
23.12.2005 13.12.2005
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Results
«The Global Development» concept and creative decisions for the advertising campaign helped to accomplish the following:
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Команда creative«LIMON» team
On the company level we have demonstrated Mitsubishi Electric as a huge global, multiproduct successfully developing Japanese company, preserving its best traditions. We attracted the market's attention to a wide range of production. On a Mitsubishi family level we differentiated Mitsubishi Electric due to the increase of its recognition and due to the show of our expanded line of products (it's not only machines, aircrafts` spare parts etc.
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Команда creative«LIMON» team
In the branch we positioned Mitsubishi Electric as the leader in questions of quality, innovations, industrial experience (tradition, progress), we positioned Mitsubishi Electric as the founder and the supplier of key hi-tech electronic and electro technical superiority to the broad audience of the products and services At wide public consciousness level the concept of positioning informs the Russian public about purpose of the company – support and help to change the country for the best
23.12.2005 13.12.2005
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Команда creative«LIMON» team