Hitachi

For the launch of Hitachi’s Centrifugal VRF system, its new air conditioning unit made using the latest technology and a real breakthrough for the company and the sector itself, we proposed expanding the objective of the initial briefing that was limited only to explaining the technical details of the new model. After an in-depth study of the company and its communication, we understood that they needed a radical change of course to be able to differentiate themselves from the competition and that the Centrifugal VRF system was the perfect opportunity to do so. With the Centrifugal VRF campaign we started a positioning and a new brand identity that extended to the rest of Hitachi that would have a total, far-reaching affect. What started as a campaign for Hitachi Spain quickly expanded to different countries like UK, France and Italy and allowed the Spanish headquarters to start marking the guidelines of all European communication of the brand.

We proposed rethinking their complete positioning through emotionality and elegance. We plan to sophisticate all their communication pieces, establish a direct link to new trends and define a tone in which to highlight the pleasure that its latest advance in air conditioning technology brings the consumer. We designed a hybrid territory in which we set out to detail the meeting point between the most advanced technologies in the market and their impact on our daily lives. The technical and emotional are fluidly merged into a proposal that expanded to all other communications of the brand. This was done because the most advanced technology only makes sense if it is oriented towards the welfare of the people who experience it in their daily lives.

‘Synesthesia’ is the maximum expression of the positioning we created for the brand. An exploration of the catharsis of feelings through air. A study of the inherent subjectivity of any sensory experience. With this piece, half way between fashion film and art video, we seek to capture the physical qualities of something as seemingly ethereal as the air. Get to see its presence and its impact in our lives. Make its imprint on our skin tangible and, therefore, in our emotions.