Objective:
JCB, Japan’s largest payment brand, faced the challenge of launching its well-established Asian brand into European markets. The goal was to evolve JCB Europe into a brand preferred by its customers by leveraging JCB Group’s strengths and digital solutions. The campaign aimed to demonstrate how JCB’s service, rooted in tradition, could offer exceptional care and attention to customers, encapsulated under the theme of the “innovation of tradition.”
JCB, Japan’s largest payment brand, faced the challenge of launching its well-established Asian brand into European markets. The goal was to evolve JCB Europe into a brand preferred by its customers by leveraging JCB Group’s strengths and digital solutions. The campaign aimed to demonstrate how JCB’s service, rooted in tradition, could offer exceptional care and attention to customers, encapsulated under the theme of the “innovation of tradition.”
Solution:
To bring this vision to life, the campaign embraced JCB’s heritage, overturning the perception of tradition as slow and outdated. Instead, it highlighted JCB’s unique approach to service through the concept of ‘Omotenashi’—a Japanese philosophy of hospitality and service. This concept became the creative foundation for the brand’s expression, leading to the development of the strapline “Better With Omotenashi.”
I collaborated with two creative directors who conceptualised the brand's strategy and I developed the motion graphics to bring this vision to life.
To bring this vision to life, the campaign embraced JCB’s heritage, overturning the perception of tradition as slow and outdated. Instead, it highlighted JCB’s unique approach to service through the concept of ‘Omotenashi’—a Japanese philosophy of hospitality and service. This concept became the creative foundation for the brand’s expression, leading to the development of the strapline “Better With Omotenashi.”
I collaborated with two creative directors who conceptualised the brand's strategy and I developed the motion graphics to bring this vision to life.
Case Study video I edited that showcases the campaign
Teaser Video:
Teaser Video StorYboard:
Creative Elements:
Illustrations by Brian Grimwood: Renowned artist Brian Grimwood was commissioned to create a series of watercolour-style illustrations that captured JCB’s thoughtful approach to service. The artwork paid homage to ‘Nihonga,’ a traditional Japanese painting style, reflecting the careful, deliberate application of simple colours and clean brush strokes to convey subtle yet impactful messages.
Brand Manifesto Video: A hero brand manifesto video was produced, featuring scenes of Brian Grimwood painting each illustration. This video served as the centrepiece of the campaign, explaining JCB’s new brand platform and showcasing the integration of tradition and innovation.
Manifesto Film
ANIMATED Social Posts:
Social Post MOCKUPS:
