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Mitsubishi Motors’ 100th Anniversary Campaign Celebrates a Century of Kaizen

Mississauga, ON – Aug. 7, 2017 – Imagine dedicating a century to perfecting one thing, and just how close to perfection you could get. For Mitsubishi Motors’ 100th Anniversary, we’ve found people who have done exactly that. The “Century in the Making” advertising campaign debuts on August 7.

“We wanted to do something to celebrate Kaizen - the philosophy of constant improvement - that has been at the heart of our company for 100 years,” said Peter Renz, director of Marketing, Mitsubishi Motor Sales of Canada. “This campaign is an examination of that through the eyes of four Japanese centenarians who also live by the same philosophy.”

The four-minute Century in the Making film – which will be parsed into other video units which will be distributed across social, digital and TV – was filmed over three weeks in Japan in early June. “The people are incredible. A century later, they are still looking to get better. It’s very inspiring. And of course, a nice parallel with how we approach making our cars,” said Renz. 

“We’re so used to thinking short term, that the idea of dedicating your whole life to getting better at one thing is so inspiring.” added Paul Little, creative director at john st., the agency behind the project. “When you hear a 102-year-old Kendo Master say ‘I still have a long way to go with Kendo’, it’s very moving.”

The website ( is an immersive digital experience lead by the film that draws parallels between the centenarians’ lives and milestones within Mitsubishi Motors’ 100-year history. The multi-channel campaign will include social media, pre-roll, PR, TV, print and in-dealership. The campaign will run from August through November.

Mitsubishi Motor Sales of Canada is the sales, service, parts and marketing arm for Japan’s Mitsubishi Motors with 91 dealerships across Canada. With a product range consisting of Lancer sedan and Sportback, Mirage hatchback and G4 sedan, RVR compact crossover, Outlander compact sport utility and the all-electric i-MiEV hatchback, MMSCAN supports its dealerships with a head office team and parts distribution centre -- both located in Mississauga, Ontario. Established in 2002, MMSCAN and its dealerships employ over 1,200 people in communities large and small. In 2016, MMSCAN became the only automaker to partner with Breakfast Club of Canada with a goal of stimulating young minds and a brighter future in communities across the land.


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