Mitsubishi’s 100th Anniversary

//  08.09.17



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

Imagine dedicating a century to perfecting one thing, and just how close to perfection you could get. For Mitsubishi’s 100th Anniversary, they’ve found people who have done exactly that. The “Century in the Making” campaign breaks August 7th.

“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,” says Peter Renz, Director of Marketing for Mitsubishi Motors 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,” says 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.” adds Paul Little, Creative Director for 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’s 100-year history.

The multi-channel campaign will include social, pre-roll, PR, tv, print and in-store. The campaign will run from August through November of this year.

Client: Mitsubishi Motors Canada
Director, National Marketing: Peter Renz
Senior Manager, Advertising: Shauna Barker

Agency: john st.
Executive Creative Directors: Angus Tucker, Stephen Jurisic
Creative Directors: Paul Little, Niall Kelly
Copywriter: Kohl Forsberg
Art Director: Emma Wathan
Content AD: Nicole Nyholt
Content Copywriter: Duncan Boyd
Digital Design Head: Alexandre Theroux
Front End Developer: Joshua Richards
Executive Producer: Aimee DeParolis
Producer: Cameron Moffat
Digital Producer: Neal Owusu
Strategic Planning Director: Megan Towers
Strategic Planner: Jay Flemming
Account Director: Leah Lanza
Account Supervisor: Sarah Ramage

Canadian Production Company: Soft Citizen
Director: Henry Lu
DP: Michael Ragen
Executive Producer: Eva Preger, Link York, Rob Burns

Japanese Production Company: Knock On Wood
Producer: Yusuke Morikawa
Production Manager: Satoko Tsuji
Assistant Director: Hideyuki Yoshizawa

Editorial: Saints Editorial
Editor: Stephen Sora
Assistant Editors: Christopher Chang, Paula Hicks
Executive Producer: Tori Osler, Sara Windrim

Post Production – Transfer: Alter Ego
Senior Colourist: Eric Whipp

Post Production – Online: The Vanity
Online Artist: Sean Cochrane

Audio House: Eggplant Collective
Composer: Adam Damelin
Executive Producer: Nicola Treadgold