Poonnapa Chuayboon
Senior Consultant at Creative Juice
Bangkok Metropolitan Area, Thailand, Tailandia
BACKGROUND: Pajero Sport was a model launched in 2016, aiming to increase its sales in 2017 Motorshow. However, in Thailand, only all new models will get the attention.

TASK: Seek for communication angle that will create new news for the last year model.

DISCOVERY: A car always symbolizes its owner. PPV potentials are usually established men, still dreaming of adventurous life. To make a come back for 'Mitsubishi Pajero Sport', we picked racing spirit of its brother in Paris Dakar to create emotional value to the vehicle, targeting those guys that have rugged racing spirit hidden within.

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