In 2019, Mitsubishi unveiled its first brand ambassador in Ukraine—Daria Bilodid, a two-time judo world champion. Our company was tasked with creating and implementing the project's communication strategy.
Together with Daria, we launch the Soft Path campaign to promote a safety-first approach to driving. After all, choosing Mitsubishi, you choose not only quality, outstanding design, the latest technology, and top-tier safety. You choose a particular philosophy to guide your behaviour behind the wheel. A path rooted in the judo mindset. As a part of the project, we also filmed Anaconda, a documentary that tells the story of the young champion's way to the top of the world judo sports.
Agency — Havas Engage
Kyrylo Chystiakov — Creative Director
Kostiantyn Melnykov — Copywriter
Olena Honcharevska-Yukhova — Art Director
Nataliia Kovtun — Account Director
Toy Pictures — Production