Achieve Together

According to traditional blockbuster action movies, saving the planet is a thrillingly explosive business involving guns, gadgets and car chases. But in real life, it’s down to technology hidden under the sea or buried in data centres: clean energy transmission, pioneering low-carbon cloud storage, clean transport solutions, and digital technology. Businesses that global conglomerate Hitachi has been investing in for over a century as part of its mission to accelerate the planet’s transition to a sustainable future.

To shine a light on these almost invisible businesses, and how Hitachi brand has evolved from a consumer electronics business to a world leader in sustainable technology, digital and data-led solutions, the 114-year-old company has launched its multi-regional B2B campaign: Achieve Together

Developed by creative collective Mamapöol and shot by Emmy-nominated director Cameron Harris, the two-and-a-half minute film humorously riffs on a classic blockbuster action movie, showcasing how Hitachi, along with its partners and customers are working together to take real action to achieve a sustainable future.

The epic spot, which is Harris’ first film directed through Park Village in the UK and Europe, opens with a dramatic shot of an ageing action movie star - who promptly forgets his lines and even which film he’s in, before a Hitachi representative helpfully informs him that he is filming Hitachi: Action For A Sustainable Future.
Over the course of the film, the shaven-headed hero prepares to fly a helicopter into the whirling blades of a wind farm; do battle with a robot-controlled train, and don an invisibility jet pack - all accompanied by suitably atmospheric music - only to be reminded that this isn’t a traditional Hollywood action movie: the ‘action’ being taken to save the planet is efficiently connecting wind farms to homes and businesses, training robotics systems to build batteries for electric school buses, and partnering with medical tech firms to develop life-saving digital technology. Dejected, the star wonders if this is really his kind of movie, before learning that climate change can’t be defeated alone - but rather, by everyone taking action together.

Underlying the campaign’s comic tone is a serious, decades-long commitment to sustainability. Hitachi has been transforming its business by investing in new businesses spanning clean energy transmission, pioneering low carbon data centres, clean transport solutions, and digital technology - including Hitachi Energy, global digital engineering company GlobalLogic, robotic systems integration company JR Automation, and the recently-acquired Thales’ Ground Transportation Systems business.

The campaign film launches on 4 September across Hitachi’s LinkedIn, YouTube, Instagram and X accounts. It will be followed by a paid media campaign across the UK, Italy and USA later.