Komatsu
GENTLE GIANTS
How do you make a heavy machinery company relevant to a new generation of talent? We created Gentle Giants: Komatsu’s first global brand campaign, telling the human stories behind some of the world’s biggest machines through anime.
Problem
Komatsu faces tough competition when recruiting young engineers and tech talent from more progressive industries and tech companies. To stand out as an employer, the brand needed to challenge traditional perceptions of the construction equipment industry and show a different side of itself.
Solution
Our solution was Demining Cambodia: an anime inspired by Komatsu’s Japanese roots, telling the story of its landmine-clearing work. By portraying its powerful machines as gentle giants, we brought the human story behind Komatsu’s work to life.
Impact
Gentle Giants shifted the focus from heavy machinery to the human impact of Komatsu’s technology. The campaign helped Komatsu stand out in a traditionally product-focused industry and broaden its appeal as an employer.
0%
increase in female engineers
0 million
views
0 000
visits on site
0 million
engagements