HOW DO YOU

HUMANISE TECHNOLOGY?

Fujitsu are well respected in the IT industry, but overly strict brand guidelines have hindered the brand’s ability to communicate anything more than rational products and services.

With the launch of Hybrid, Fujitsu wanted portray a more human and emotional aspect to their brand. Created around the proposition of ‘perfect balance’, we wanted the Hybrid technology to be synonymous with Fujitsu. The discipline of yoga provided a unique and refreshing impact for the category while perfectly capturing both the product benefit and Fujitsu’s business philosophy.

Initially the comms were created as a digital campaign for the UK, but after receiving internal praise and an award, it was deployed as a full global multi-channel campaign.