Mitsubishi Heavy Industries

For Mitsubishi Heavy Industries, part of Form Group, we created a summer campaign that brought together the brand’s new focus on B2C, its Japanese identity, and the need to clearly differentiate it from other Mitsubishi brands within a single creative idea. Building on the brand’s ambition to put greater weight behind the B2C market, we turned the idea of “weight” into a physical metaphor and placed one of the strongest symbols of Japanese culture—the sumo wrestler—at the heart of the campaign. With the tagline “We’re Putting Our Weight Behind It,” we transformed both the brand’s new B2C ambition and its strong Japanese identity into an entertaining and memorable story. By turning a strategic business objective into a creative metaphor rooted in the brand’s identity, we gave Mitsubishi Heavy’s new chapter a meaning of its own.