AUSTRALIA READY

Creative Idea | TV | Digital | Video | OOH | Homepage | Social | eDMs | POS

To demonstrate the Mitsubishi Outlander Plug-in Hybrid EV is perfectly suited for Australia, we enlisted the help of the nation’s most loved (and accident-prone) adventurer: Russell Coight.

The integrated campaign, which was a creative collaboration with Working Dog Productions, sees Russell try his best to warn us that city slickers in fancy EVs have no place in the unforgiving Australian wilderness. Whether tackling desert dunes, mountain tracks or rocky rivers, he’s adamant that only experts in highly equipped, old-school 4x4s are capable of taking on this big brown land.

Despite Coight’s best efforts, it doesn’t take long for things to go comically wrong for the legendary bushman – and for us to discover that Mitsubishi’s EV is in fact Australia Ready.