campaign concept • product branding • 3D rendering
Perfectly balanced product branding
Yaskawa has a significant presence in the automation industry, with a large number of AC drives currently in operation. These drives are renowned for their durable construction and ability to control and regulate power for extended periods without requiring maintenance, continuing to function reliably over time.
Yaskawa Europe needed a concept to launch new drive product lines and celebrate their 100-year anniversary. Yaskawa's long-standing experience in motor and drive production, with more than 32 million AC drives installed worldwide, gave us an opportunity to challenge our creativity and production within a tight timeline of less than three weeks.
After a couple of attempts by other agencies, The Switch—formerly Yaskawa Environmental Energy / The Switch—contacted us to try our creative approach and develop a concept, ensuring that Japanese values were represented as a fundamental part of the message. In Japan, quality is valued as a way of life, not just as an outcome.
We came up with the concept of power and balance based on the drive's main functions while showcasing the perseverance required to create something extraordinary that reflects the Japanese way of life. Thanks to Yaskawa Europe, we were able to contact Japanese artist Kokei Mikuni, whose rock-balancing art provided the surprise element needed to engage the audience.
The concept "100 years of balancing power to perfection" encapsulates the core function of drive technology and the values of Yaskawa as a company. This concept was implemented across various marketing materials, including a LinkedIn campaign, which achieved significant reach and generated valuable leads. The impact extended beyond the initial launch, as it continued to be utilized in multiple marketing efforts, serving as the enduring foundation for promoting Yaskawa drive products to this day.
Contact us.
We would love to explore how we can collaborate together.
Salvatore Ciancio. Creative Director.
salvatore.ciancio@thepoint.fi