Hitachi asked us to develop a brand campaign that could conjure emotion with a strong, stand-alone title that communicated the brand’s drive to keep improving, innovating and pushing the limits. We worked together as a team to create “Iron Will,” which opens the door to a campaign that says what Hitachi iron will do.

The unique juxtaposition works as a noun and verb to support Hitachi’s marketing initiatives. Creating a memorable, emotional tie, it shares the technology and toughness that makes Hitachi a top-tier excavator manufacturer.

The results? A successful campaign that speaks to the heart, strength and loyalty of Hitachi’s audience.