For each of these print ads developed for Komatsu, our theme pinpoints the central benefit on offer in an unexpected, engaging way. For the launch of their MR3 small excavators, we considered its features and saw that ‘control’ was the common theme: operator control, financial control and remote control. This sparked our idea for ‘Control Freak’ as a campaign tagline. For Komatsu’s Quarriers series, we built on the market strength of one type of machine to present the entire range as a “team”, and extended the team concept by using American football style headings and stadium images. We also developed print advertising based on the idea of player cards for individual team members, again to retain the sense that each individual piece of equipment is part of a bigger team.
