The Campaign

To shoot forklifts in beautiful ways that has never been done before. We focused on the fact that Toyota L&F’s forklifts were designed based on motifs inspired by sumo wrestlers. By photographing close ups of the forklifts themselves, and creating graphics that evoke the bold and powerful glamor of sumo wrestlers, we presented them as OOH in train stations all over Japan.

Creative Execution

Working with the world’s #1 forklift seller, we photographed close ups of the forklifts themselves, which is the symbol of their success. We put together designs that evoke the bold and powerful glamor of sumo wrestlers, creating a simple yet powerful presence by posting 5 posters consecutively in the same spot. We also used matted paper to evoke that feel of true quality.

Indication of how successful the outcome was in the market

As a forklift manufacturer, the campaign achieved the best recall rate, as well as improving negotiation rates; ultimately achieving #1 sales in the industry for 50 consecutive years. On top of that, we received many messages of gratitude from people within the industry - proudly working with forklifts as the lifeline of the trade.

Brand Strategy : Although the distribution industry and working with forklifts are often thought to be tough and dirty, the distribution industry is in fact indispensable to all other industries. Our goal was to focus on these facts and instill pride in the workers, and together create a new future for the industry. Target Audience : The distribution industry, factory workers, workers in warehouses (including organisations) Approach : Being Japan’s #1 selling Forklift for 49 consecutive years means that they have been actively supporting Japan and its industries for as long or longer. By photographing the forklifts inspired by sumo wrestlers, we aimed to re-instill pride in the workers of the industry.