As Mitsubishi was introducing their first electric car to North America, most drivers were still nervous about EVs. So we created "The Electriphobia Institute" to show there was no need to be afraid.

Electriphobia.com featured several "therapies" designed to cure your irrational fears of electric cars. The campaign was covered in The Globe and Mail, The Toronto Star and National Post, made FWA’s Site of the Day and won a Bronze Cannes Lion and a Silver CASSIE (Canada's Effies).

And Mitsubishi’s electric vehicle began outselling the Nissan Leaf for the very first time.

Some drivers are afraid of being electrocuted by EVs. So we electrified everything else in the room...

Some drivers think EVs are too quiet. So we helped them fall in love with silence ... using mimes.

Some drivers can’t deal without a tailpipe. So we weaned them off of it...

Director: Chris Hutsul  //  Editor: Mel Hider
Copywriters: Kurt Mills  //  Keri Zierler
Art Directors: Kyle Lamb  //  Hannah Smit
Creative Directors: Angus Tucker  //  Stephen Jurisic