ELECTRIPHOBIA
Mitsubishi was launching the first electric car in Canada and needed a campaign to convince the skeptics that this was a good thing. Surprisingly, a majority of people were afraid that the electric car would die on them while driving, leaving them stranded in the middle of nowhere, or even worse, electrocute them. So we developed a campaign that gave these fears a name, Electriphobia, and created a website dedicated to curing them.
