Wajax Canada | Brand Strategy
Medium: DOOH + Social + Google Performance Max + Web | Timeline: 6 Months
Tools: After Effects + Premier Pro + Photoshop + Illustrator + Figma
the site overview.
Wajax partnered with Hitachi to launch a national bilingual campaign promoting 0% financing on key equipment models. The goal was to drive high-quality leads and boost year-end sales. This case study covers two creative campaigns, each with a unique approach to capturing Hitachi’s strength and innovation.
Hitachi needed to stand out in a crowded market filled with predictable “machines in dirt” visuals and generic messaging. The challenge was twofold:
Break through negative perceptions and highlight financing offers with bold, metaphor-driven visuals.
Showcase Hitachi’s Japanese engineering craftsmanship, focusing on precision, quality, and reliability to connect emotionally with buyers.
built with intention.
Campaign 1: Clear the Way
We created a metaphor-driven concept where Hitachi machines literally clear away negative words—symbolizing overcoming doubt and revealing opportunity. This bold, kinetic style reinforced the campaign’s core message and financing offer.
Campaign 2: Craftsmanship Close-Up
Inspired by Japanese design principles, this campaign zoomed in on the intricate details and textures of Hitachi equipment. Cinematic visuals celebrated craftsmanship, quality, and innovation, appealing to buyers through premium aesthetics paired with practical value messaging.
our heavy lifting.
A cobranded digital campaign across META, Google Search, and Performance Max platforms. Campaign 1 used high-impact visuals and motion graphics to capture attention. Campaign 2 delivered an intimate, sophisticated perspective designed to build trust and drive leads through clear CTAs.
3 industry awards, including:
• 2024 Hermes Gold – Strategic Campaigns
• 2024 Hermes Gold – Digital Ad Campaign
• 2024 Communicator Distinction – B2B Display Advertisin
beyond the campaigns.
To support long-term brand growth, we developed a suite of social and internal assets that strengthened Wajax’s presence across channels. From awareness to alignment, each piece helped build a more cohesive and recognizable identity.
