WHY THE DRIVE YOUR AMBITION – ENTREPRENEURS WHO CREATE LEGACY CAMPAIGN?
The communication campaign was created to launch the Mitsubishi Eclipse Cross, a model that, through its technology and design, has the mission to change the story of a brand with a tradition built in over 100 years, while keeping its values: LOYALTY, SAFETY, COURAGE AND AMBITION.
At the same time, the company we now know as Mitsubishi Motors was founded by Japanese entrepreneur Yataro Iwasaki when he was 35 years old. Ever since, the company has succeeded in establishing itself in the international automotive history.
“We have created a campaign that is relevant to the brand and, at the same time, can be replicated internationally. We imagined the situation in which Mitsubishi Eclipse Cross would be a person and would have been born in a family that had laid the foundation for a business whose tradition has been passed down from generation to generation for over 100 years. The biggest challenge? To carry on the tradition of the family, the Mitsubishi legacy, for the first time in a new era. A modern era, of technology and innovation, but which keeps the same values from the beginnings. And then we created a campaign based on real stories, ” says Mara Gojgar, founder of Confident Communications.
HOW DID WE SET OUT?
Curiosity is the key word the campaign is based on. Why do some businesses die with the entrepreneur, and others conquer the world for generations? What is beyond the financial and economic context of launching a company?
Therefore, we invited 12 Romanian entrepreneurs from various fields – artistic, medical, services, home & deco, fashion, FMCG, e-commerce, who created businesses with the potential to be left as legacy over the years, to develop a creative debate over the vision and the values that represent the bedrock of entrepreneurial companies that pass the test of time.
Basically, the story of Mitsubishi Eclipse Cross is also their story, the story of Romanian entrepreneurs who carry on their shoulders the responsibility to carry on businesses with tradition, created by their families (#CarryOnLegacy), or who have built from scratch a company with potential to be left as legacy to the next generations (#CreatingLegacy).
“By taking the Mitsubishi Motors brand where it belongs, Mitsubishi Motors Corporation has set off on its next journey, turning 80 years of 4WD experience (from PX33 1936 with four-wheel drive), 35 years of SUV expertise (from the initial Pajero in 1982), as well as 30 years of All-Wheel-Control technology (from the 1987 Galant VR4 Dynamic Four) in values for the future. The result of this vision is the new generation of SUVs, the Eclipse Cross being the first of them. The Eclipse Cross completes the current range, together with ASX and Outlander, but with a different positioning: a Coupé SUV with great design, fine Japanese quality, excellent driving dynamics and many innovative features that will expand the Mitsubishi Motors market to new customers “, says Mihai Petre, Marketing Director, Mitsubishi Romania.
WHO SAID “YES”?
Entrepreneurs who have accepted the invitation in the #DriveYourAmbition campaign: Maria Dermengiu – Marie Nouvelle, Răzvan Chelu – Lemnia, Ana Maria Marian – Intermedicas, Anamaria Ştefan – Sophia Romania, Ionuţ Leahu – Dr. Leahu Clinics, Alina and Elena Cernătescu – AlinaCernatescu.ro, Ioana Şelner – Wedding on the Beach, Dan Mitrea – Neuroaxis, Mihai Pătraşcu – EvoMag, Marius Tudosiei – Băcănia Veche, Alexandru Sautner – Cremeria Emilia, Iosif Harasemiuc and Ruben Perju – NOAHwatch.
ENTREPRENEURSHIP = WHAT DRIVES YOU IN BATTLE + WHY + FOR WHOM?
We started with a handful of entrepreneurs who are either the first generation in entrepreneurship or carry on a family tradition and who have accepted our invitation to dialogue. There are many more who have a say about this, but we took a small step, an approach that we considered necessary, an honest debate in the context of: a business to support my family or a business I create with the vision of surviving over generations?
Each of these entrepreneurs have responded to questions about the mission of their businesses, the major changes they made to bring the brands into the current context, the values they want to leave to the next generations, and the fuel of their ambition (compressed in the question “what drives your ambition”).
The filming and photo sessions were made both at the heart of their businesses and while driving a Mitsubishi Eclipse Cross during a normal workday for them.
“The major challenge of the project was that in a short time (about 3 hours with each entrepreneur) we had to do both in-place and in-car shooting, and a series of photos meant to be representative of each entrepreneur”, says Dragoş Constantin, founder of the Venus Five Photography Studio.
FIND OUT THE STORIES OF THE ENTERPRENEURS AND THE ANSWERS TO THE QUESTION “WHAT DRIVES YOUR AMBITION”?
- MARIA DERMENGIU, MARIE NOUVELLE
“The connection and communication that I have with the others and the fact that my work strikes a chord, that it is loved, worn and understood by the others. We are in a very close relationship and, in the end, I believe that any creation, such as this car, has been made for others, to make life easier for them, for them to enjoy more everything that Mitsubishi can offer, what an artist can offer.
Watch the story of Marie Nouvelle.
- RĂZVAN CHELU, LEMNIA
I have the incredible opportunity to tell stories through the objects I create, together with the most important people in my life, the family. In addition, the appreciation of those who choose Lemnia inspires us to always look for new concepts and shapes that we can surprise them with.
- ANA MARIA MARIAN, INTERMEDICAS
In short? The contribution that I can bring to the development of society. I wake up every morning and get behind the wheel, behind wheel of my life, in fact, with the conviction and the dream that this world can be a better place if each of us assumes the role he/she has to play.
Watch the story of Intermedicas.
- IONUŢ LEAHU, DR. LEAHU CLINICS
The patient that comes and tells me ”why have I not been informed about it so far, why have I not been given this treatment alternative, why have my teeth fallen off?” is the patient who does not have answers, though he/she has been looking for them for years, in his/her attempt to discover this real health that we offer and that motivates me every day to push the boundaries even further, to manage to reach all the people who want this real health, who want a smile that they can boast for a long period of time.
Watch the story of Clinicile Dr. Leahu.
- ANAMARIA ȘTEFAN, SOPHIA ROMANIA
For any years I had my father, who died when I was twenty years old and who inspired me a great deal and said all the time: “never stretch your hand,” “be right,” “create something to leave behind.”
- ELENA AND ALINA CERNĂTESCU, ALINA CERNĂTESCU
Alina Cernătescu: Maybe it is not necessarily fuel for ambition, but I know for sure that our clients fill me with energy and inspire me. I’m glad to see that they feel more confident and more beautiful by wearing our dresses.
Elena Cernătescu: In short, “It’s possible!” That is, frankly, the motto that guides me. There are many preconceptions that in Romania it’s hard to do business, that in Romania it’s hard to be a fashion designer, all the more so for a woman. We really want to put the Alina Cernătescu couture brand on the international map of fashion design, and for “Made in Romania” to become a reason for pride and a symbol in itself, a symbol that people around the world can look for when it comes to fashion design creations.
Watch the story of AlinaCernatescu.ro
- IOANA ȘELNER, NUNTA PE PLAJA (WEDDING ON THE BEACH)
I think it’s a bunch of elements that “drive my ambition”, but most importantly, it is the courage to assume things and change things.
Watch the story of Nunta pe Plaja.
- DAN MITREA, NEUROAXIS
My motivation is passion. If you’re passionate about what you’re doing, you can do anything. Values? I think that responsibility, the fact that you have to work in a team, to think freely, to be innovative, not to allow yourself to lose hope if some things do not work out.
- MIHAI PĂTRAŞCU, EVOMAG
I really wanted to have things, that is, my mother could not offer me a lot and I said “ok, does that mean I cannot do it myself?”. These things have motivated me extraordinarily, and I think it is very important to have internal motivation.
- MARIUS TUDOSIEI, BĂCĂNIA VECHE (THE OLD GROCERY STORE)
Every man looks for an explanation for that moment you set yourself in motion every day and you have this question: “why do you do it?” I think the most powerful fuel for me is just that bundle of customers that leave our place with a smile on their lips. It is absolutely fabulous to see satisfied people and this is the best food you can get.
Watch the story of Bacania Veche.
- ALEXANDRU SAUTNER, CREMERIA EMILIA
I’m telling you, what I do is very simple. I like to create smiles. That is the greatest satisfaction, because in the end, we leave behind the material side, because it is important, but it is not the most important. For me the greatest satisfaction is when I see my customers happy. These smiles fill me up with positivity.
Watch the story of Cremeria Emilia.
- RUBEN PERJU & IOSIF HARASEMIUC, NOAH WATCHES
Iosif Harasemiuc: The word by which I would characterize all these efforts of ours, because we often think about it, is the very word “legacy”. This word has so much load on all sides that all the work you do makes sense under it. All the time you invest, all the energy you invest, all the risks that you take, fall under “legacy”. After all, I think this is the word that should dominate any brand that wants to stand up.
Watch the story of NOAH Watches.
[THE CAMPAIGN TEAM]
TIRIAC HOLDINGS
Dana Petrea, Marketing Director
MITSUBISHI ROMANIA
Mihai Petre, Marketing Director
Ramona Frunză, Marketing Specialist
CONFIDENT COMMUNICATIONS
Mara Gojgar, Founder
Anca Călugăru, Project Executive
VENUS FIVE PHOTO STUDIO
Dragoş Constantin, Founder & Photographer
Iulian Novac, Videographer