MindFire Communications, Inc.
print ad showing Hitachi excavator and text saying "This iron will"

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.

print ad showing Hitachi mining excavator and text saying "Our iron will was to reduce fuel consumption by 8%"
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