From Tech Giant to Green Warrior: Hitachi’s Blockbuster Move to Save the Planet
In an era where corporate sustainability often feels like a Hollywood fantasy, Hitachi is flipping the script with a campaign that’s equal parts action thriller and environmental manifesto.
Picture this: an aging action star, desperately trying to turn the mundane into the dramatic, only to be thwarted at every turn.
No, it’s not the latest box office flop – it’s Hitachi’s ingenious new ad campaign.
Created by the digitally nomadic agency Mamapool, this mock 80s action thriller serves a dual purpose: entertaining viewers while showcasing Hitachi’s impressive array of global environmental investments.
From wind farms to battery hybrid trains, low-emission data centres to cutting-edge medical tech, Hitachi is proving that real heroes don’t need explosions – they need innovation.
The Plot Thickens: Hitachi’s Green Transformation
Rewind to 2008. Hitachi, reeling from a staggering RM23.3 billion loss during the global financial crisis, faced its own cliffhanger moment.
Fast forward to today, and we see a company reborn, with a laser focus on three key areas: digital systems and services, green energy and mobility, and connective industries.
Hans Daems, Hitachi’s Global Sustainability Comms Director, explains the motivation behind their green pivot: “The business we used to be was mainly consumer-led, and the company has basically transformed itself, to focus more on its contribution to society.”
Action Speaks Louder Than Words
While other companies might be all talk when it comes to sustainability, Hitachi is walking the walk:
Sustainable rail solutions in 51 countries
Connected 300 million homes with clean energy
On track to save 150 million tons of CO2 annually
Behind the Scenes: A Green Production
In a plot twist worthy of Hollywood, Hitachi ensured their sustainability message wasn’t just on-screen but behind the camera too.
The ad was filmed in Sofia, Bulgaria, using recycled studio props and innovative virtual production techniques to minimise its carbon footprint.
Jason Mendes, Mamapool’s Founder and Creative Partner, highlights their eco-conscious approach: “We worked with AdGreen and Park Village, keeping the carbon footprint down to a minimum by using a volume screen and virtual production. This all had a lot of positive implications for the shoot and we were able to save a ton of carbon as a result.”
The Sequel: Inspiring a Green Advertising Revolution
As the credits roll on Hitachi’s action-packed sustainability saga, one question remains: Can this campaign inspire a broader shift in how companies approach green marketing?
Mendes is optimistic: “The world of sustainable comms and marketing is usually very dull and doom and gloom, with no hope at all – and hopefully with this campaign we can help shift perceptions and importantly – give people hope.”
In a world where climate change often feels like an unbeatable villain, Hitachi’s campaign reminds us that with innovation, determination, and a touch of humour, we might just save the day after all.
