Objective
JCB is Japan’s largest payment brand and widely recognised across Asia. As they expanded into Europe, they needed a brand platform and launch campaign that could introduce JCB Europe in a way that felt true to their heritage and relevant to new markets. The focus was on showing how JCB’s service, rooted in tradition, could deliver exceptional care and attention through the idea of the innovation of tradition.
JCB is Japan’s largest payment brand and widely recognised across Asia. As they expanded into Europe, they needed a brand platform and launch campaign that could introduce JCB Europe in a way that felt true to their heritage and relevant to new markets. The focus was on showing how JCB’s service, rooted in tradition, could deliver exceptional care and attention through the idea of the innovation of tradition.
Project Scrope
The task was to communicate the value of Omotenashi, a Japanese philosophy of thoughtful, attentive service, to a European audience who may not be familiar with it. The campaign needed to express this idea clearly across film, social and international markets while staying true to JCB’s cultural and artistic foundations.
The task was to communicate the value of Omotenashi, a Japanese philosophy of thoughtful, attentive service, to a European audience who may not be familiar with it. The campaign needed to express this idea clearly across film, social and international markets while staying true to JCB’s cultural and artistic foundations.
Teaser Video:
Approach
I worked closely with two creative directors who developed the strategic thinking behind the campaign. My role was to bring the creative direction to life through motion and design.
I worked closely with two creative directors who developed the strategic thinking behind the campaign. My role was to bring the creative direction to life through motion and design.
Illustrator Brian Grimwood created a set of watercolour artworks inspired by Nihonga, and I animated these illustrations with care to match the tone of the original brushwork. Beyond animation, I designed and animated more than 70 social posts in multiple languages. I also animated the brand film and teaser video, and for the case study film I contributed additional creative direction to shape the story and how each element came together.
Manifesto Film
Outcome
The campaign introduced JCB Europe with a clear and culturally grounded brand idea. The films and social content helped express the meaning of Omotenashi and supported the wider goal of positioning JCB as a preferred payment brand in new markets. The work brought consistency and clarity across all outputs and helped connect JCB’s traditional values with its modern offering.
The campaign introduced JCB Europe with a clear and culturally grounded brand idea. The films and social content helped express the meaning of Omotenashi and supported the wider goal of positioning JCB as a preferred payment brand in new markets. The work brought consistency and clarity across all outputs and helped connect JCB’s traditional values with its modern offering.
Case Study video I edited that showcases the campaign