Background

Hitachi selected Lambesis to help grow the brand’s name in the emerging flat panel HDTV market. Lambesis developed the Beauty of Science campaign to establish a best-in-class positioning for Hitachi, with high-end imagery showing home theater technology as it had never been seen before. This new campaign broke from convention by turning the TV off and featuring rich photography of the technology and design behind the ultimate home theater experience, presenting Hitachi’s technology as the finest available. The campaign proved to be pioneering in the electronics category, driving significant growth for the Hitachi brand and ultimately transforming how the category markets flat panel TVs. Hitachi’s premium positioning grew the brand’s reputation in the industry and helped expand Hitachi’s retail distribution within and beyond high-end consumer electronics retailers.

TV & Film

Hitachi television tells the story of the brand’s superior picture quality in dramatic fashion. The acclaimed spot was directed and photographed by celebrated visual artist Jean Paul Goude.

Interactive

The innovative Hitachi website allows users to access a vast amount of information easily in an environment that reflects the brand’s sleek, premium and innovative essence.

Print

The Hitachi Beauty of Science campaign uses richly photographed lifestyle images as metaphors that tell the story of Hitachi’s proprietary technologies and highlight the sleek design of its products. Dramatic lighting and an emphasis on minimalist design are used to show Hitachi’s home theater technologies in a distinctive and ownable fashion.

Point of Sale/Retail

Imagery designed to echo the brand aesthetic using photography from the campaign combined with headlines that tout the products’ technological advantages in order to raise the shopping experience and enhance their in-store environments. Retail signage, collateral, packaging and displays echo the brand aesthetic using images from the campaign combined with headlines that tout the products’ technological advantages. Lambesis designed multiple template layouts for retail dealers to ensure that the Hitachi aesthetic remained consistent throughout all channels for a cohesive brand experience. Hitachi turned to Lambesis to concept and design the showroom for the Hitachi corporate US headquarters. This sleek, minimal environment was created to bring the brand essence to life, offering visitors a deeper understanding of the Hitachi brand experience.