Crazy. Avenue & Mitsubishi Motors Europe launch European campaign: You are COLT.

In collaboration with Mad. Avenue, Mitsubishi Motors Europe has launched a European campaign for the launch of the new Mitsubishi COLT: ‘You are COLT’. An emotional campaign driven by the sounds of “Golden” by Spandau Ballet. Fully integrated for use across all media channels, offline and online.

Myrthe Beulenkamp – Senior Marketing Communications Manager about this campaign:
“As one of the best-known model names of our brand, with six generations sold in Europe since 1978, COLT has an excellent reputation. We wanted to build on this with the seventh generation. The subtle play on words ensures that the COLT name is important for communication All this reinforces the recognition of the Mitsubishi COLT.

“This campaign continues the transition from product-based communication to a launch campaign that takes into account the emotions of the brand and the characteristics of the target group. By choosing music, we basically build on the mental availability of the model, with the attractive red color of the brand as the most distinctive material than ever before,” says Gert van der Kaay director of Creative Mad. Ave.

The fully integrated European campaign is implemented in the countries of Germany, Spain, France, Italy, Poland, Hungary, Austria, Portugal, Czech Republic, Romania, Switzerland, Finland, Slovakia, Netherlands, Sweden, Denmark and Slovenia. Words are used on TV, online videos, social, outdoor and radio. The European campaign will go live in early October 2023.

Watch the new ‘You are COLT’ campaign video via this link:

Loans

Client: Mitsubishi Motors Europe
Client: Alex Thomas, Myrthe Beulenkamp, ​​Thomas Klein, Irem Boomsma
Office: Crazy. Road
Creative Director: Gert van der Kaay
Copywriter: Jan de Roos
Strategy Director: Jose Evers
Account: Daniel Kok
Production company: This is the United States
Director: Robin Zom
DOP: Dionne’s Cats
Producer: Esther Bax, Marleen Den Daas
Photographer: Gijs Spierings
Edit & Online: Jeroen Hoogaars
Grading: Remi Lindenhovius
VFX: Twisted
Music: Spandau Ballet, Copyright Power
SFX: Stijn Jans

On Madness. Road
Crazy. Avenue is an independent agency that believes in the power of connection: between consumers and brands, between companies and innovation. It prides itself on combining innovation and technology, strategy and innovation, new trends and established norms, to solve the challenges that brands face today. Crazy. Avenue has built its reputation through long-term partnerships with international brands, such as Orangina, Mitsubishi and Rakuten Kobo, and by putting people at the heart of its culture and work.