Mitsubishi ECLIPSE CROSS Pamphlet by E-graphics communications

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DESIGN DETAILS
DESIGN NAME:
Mitsubishi ECLIPSE CROSS

PRIMARY FUNCTION:
Pamphlet

INSPIRATION:
So far, it is common to think it is good enough if a pamphlet created for preorder taking is easy to use with the most basic product information because its use period is short. We tried to change this way of thinking. Our idea was to focus on targeted customers, not sales reps because this new vehicle is a declaration of Mitsubishi Motors new challenge. This serious message would not be communicated to targeted customers with the previous pamphlet style.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This pamphlet was developed for a short-term use to take preorders before releasing Eclipse Cross in the market. With this reason, this pamphlet had low production budget allocated when compared with other regular brochures. Our creative challenge was to depict the dynamism of the Eclipse Cross within a limited budget.

OPERATION / FLOW / INTERACTION:
In Japan, we have a few months of teaser campaign period prior to a new model release. During this time, a car company holds a press release and tries to spark the market interest. Sales reps use a pamphlet created for preorder taking in their negotiations with targeted customers who had interests in the car through the teaser campaign. (A real car is not displayed at dealers as it is before sale.) In general, this type of pamphlet s is used as an introductory tool for actual negotiation meetings and it is good enough if it has the most basic information such as exterior design, body colors and functions available for sales reps to talk about. A preorder is just a promise to purchase a car and it finalizes after the car goes on sale. Another brochure developed separately is used to help a customer make a purchasing decision.

PROJECT DURATION AND LOCATION:
Mitsubishi Eclipse Cross will go on sale from February 2018 in Japan. This pamphlet is used from December 2017 until the release date for taking preorders. After that, another brochure developed separately will be used.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
All shootings were done in the studio and used 3DCG to reproduce realistic sensation of the vehicle’s high performance. Successfully created images making people feel as if they were driving the car in the snowfield or on a rainy day by adding this 3DCG features to the mages photographed in the studio. Chose red, the corporate color and black, lining the edge of exterior. This contrast helps to show strong personality of the Eclipse Cross, bringing out its powerfulness and a premium feel.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Size: A4 size (210-mm x 297-mm) with 24 pages. Saddle stitch. This pamphlet uses “FSC (Forest Stewardship Council) approved paper”, which is made from thinned wood.

TAGS:
E-graphics communications

RESEARCH ABSTRACT:
None

CHALLENGE:
Mitsubishi Motors changed its brand tagline from “drive@earth” to “Drive your Ambition” and unveiled a new model Eclipse Cross as the first release under this new tagline. The Eclipse Cross is a SUV featuring aggressive design symbolizing the tagline. This pamphlet was developed for a short-term use to take preorders before releasing Eclipse Cross in the market. With this reason, this pamphlet had low production budget allocated when compared with other regular brochures.

ADDED DATE:
2018-01-30 05:09:43

TEAM MEMBERS (1) :
Creative Director: Takanori Utsumi, Art Director: Ryuji Ishimatsu, Nobuko Murakami, Graphic designer: Sho Bancon, Copywriter: Hiroyuki Arai and 3DCG: EGC D-PT/CG Creative

IMAGE CREDITS:
All image: Photographer: BA2, 3DCG: EGC D-PT/CG Creative

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CLIENT/STUDIO/BRAND DETAILS
NAME:
MITSUBISHI MOTORS CORPORATION

PROFILE:
・Established: April 22, 1970 ・Head office: 33-8, Shiba 5-chome, Minato-ku, Tokyo 108-8410 Japan ・Number of employees: Consolidated 29,604 ; Non-consolidated 13,222 ・Capitalization: JPY 284,382 million ・Purposes of incorporation: (1) Development, design, manufacture, assembly, sales and purchase, importing and other transactions relating to automobiles and to component parts and replacement parts of said automobiles. (2) Development, design, manufacture, assembly, sales and purchase, importing and other transactions relating to agricultural machinery and industrial engines and to component parts and replacement parts of said agricultural machinery and industrial engines. (3) Sales and purchase of used automobiles as well as component parts, replacement parts and accessories of said used automobiles. (4) Sales of measuring equipment. (5) Acting as insurance agents in accordance with laws relating to property damage insurance and to automobile damage indemnity insurance. (6) Financing business (7) Any other business related to the purposes set out above.

NOMINATION DETAILS

Mitsubishi Eclipse Cross Pamphlet by E-Graphics Communications is a Nominee in Advertising, Marketing and Communication Design Category.

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AWARD DETAILS

Mitsubishi Eclipse Cross Pamphlet by E-Graphics Communications is Winner in Advertising, Marketing and Communication Design Category, 2017 - 2018.



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