Mamapool used humour and optimism in its B2B campaign for Hitachi highlighting how the electronics company is making sustainable changes to its business model. Starring a confused action hero, the campaign positions a Hitachi rep as the character who knows how to save the world through low-carbon and digital technologies.

Instead of doing multiple campaigns in different regions and countries, the team created a singular campaign for the US and Europe, overseen by Hitachi Japan, which was a first for the brand. Instead of shooting a second film separately, the script was written so it could be shot at the same time. 

The full-length video in the US had a video complete watch rate of 28% on LinkedIn compared with an average of 1.6%. On YouTube, the completion rate was 32% for the full film (more than two minutes in length) and 40% for the 60-second cutdown. Overall the action movie had 52 million views, 515,000 website visits and 512,000 interactions on social media.
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CO2e correct as at date of activity input/edit. Subject to change in future if Final Footprint is reopened and activities edited, due to underlying factor updates. Note this project was created when AI was not yet included as an activity area.

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