Hitachi, a global leader in sustainable technology, has unveiled its new B2B campaign, ‘Achieve Together’, developed in collaboration with creative collective Mamapöol and directed by Emmy-nominated Cameron Harris. This innovative campaign humorously parodies classic blockbuster action movies to spotlight Hitachi’s commitment to sustainability and its role in advancing clean technology.
The two-and-a-half-minute film opens with a dramatic scene of an aging action movie star who struggles to remember his lines and even which film he’s in. A Hitachi representative steps in to inform him that he’s part of ‘Hitachi: Action For A Sustainable Future’. The film playfully contrasts the exaggerated action sequences typical of Hollywood with the real, impactful actions that Hitachi is taking to save the planet—such as connecting wind farms to homes, developing robotics systems for electric buses, and partnering with medical tech firms for life-saving digital solutions.
The campaign aims to shine a light on Hitachi’s evolution from a consumer electronics company to a global leader in sustainable technology, digital solutions, and data-driven innovation. It highlights how Hitachi has been investing in transformative technologies, including clean energy transmission, low-carbon data centers, and digital technology. Key investments include Hitachi Energy, GlobalLogic, JR Automation, and Thales’ Ground Transportation Systems business.
Kazunori Tsushima, General Manager of Global Corporate Brand and Communications at Hitachi Ltd., commented, “This campaign marks a significant step in enhancing Hitachi’s reputation as a leader in sustainability and digital technology. With our diverse workforce of over 260,000, we needed a compelling approach to reshape perceptions and demonstrate the real actions we’re taking to achieve a sustainable future.”
Jason Mendes and Tom Pinsent, co-founders of Mamapöol, emphasized the need for a creative approach that goes beyond traditional B2B advertising. They leveraged humor, emotion, and nostalgia to create a film that resonates with audiences while showcasing Hitachi’s innovative solutions.
The campaign was launched on September 4 across Hitachi’s LinkedIn, YouTube, Instagram, and X accounts, with a follow-up paid media campaign planned for the UK, Italy, and the USA.
Cameron Harris, the film’s director, remarked, “Hitachi’s dedication to sustainability is truly epic, surpassing even the most ambitious action heroes. Their approach to addressing the planet’s biggest challenges is nothing short of impressive.”
‘Achieve Together’ follows Mamapöol’s award-winning ‘Racing To Zero’ campaign, which was recognized for its zero-carbon approach and received accolades at the Campaign Ad Net Zero Awards.
Credits
Agency: Mamapöol
Creative Partner & Founder: Jason Mendes.
Strategic Partner & Founder: Tom Pinsent
Copywriter: Giles Montgomery
Art Director: Mauricio Duque
Agency Producer: Sue Lee Stern
Production Company: Park Village
Director: Cameron Harris
Executive Producer: Adam Booth
Head of Production: Angelica Riccardi
Producer: Alice Windeler
Production Manager: Lyric Treacy
Casting: Anna Kennedy & Kharmel Cochrane
Online Post Production: Okay Studios
Offline Editor: Hettie Griffiths
Colourist: Alex O’Brien
Music & Sound: Luis Issermann
Post Producers: Athene Xenia Aristocleous & Neuma Llusiá dos Santos
VFX & Online: Faris Hallaq, Mark Purser, Rich ‘Stretch’ Russell
GFX: Mauricio Duque @ Atomicus studio
Service Production: Hexagon Films
VP Studio: Universal KXR
Service Producer: Radostin Radev
Director of Photography: Krum Rodriguez
1st AD: Branko Kirilov
2nd AD: Evdokia Petkova
Unit Production Manager: Petar Minchev-Gushter