Wajax/Hitachi Integrated Campaign
Project Type: Integrated Campaign (DOOH + Social + Google Performance Max + Web)
Role: Creative Designer with Sidd Mistry
Company: Wajax/Hitachi
Agency: Skylar Media Group
Year: 2024-2025
Awards:
2025 Hermes Creative Awards // Gold– Strategic Digital Marketing
2025 Hermes Creative Awards // Gold– Digital Advertising
2025 Communicator Awards // Distinction– Campaign Display Advertising
Project Description
Wajax partnered with Hitachi to launch a national bilingual campaign promoting 0% financing on key equipment models. The goal was to generate high-quality leads and boost year-end sales by breaking through the industry’s predictable “machines in dirt” visuals with bold, metaphor-driven creative.
As Creative Designer, I developed the core campaign concept and visual direction, working alongside Sidd Mistry to bring it to life across META, Google Search, and Performance Max platforms. We also designed the landing page, and delivered a complete suite of static and animated assets that highlighted Hitachi’s Japanese engineering precision, quality, and reliability — connecting emotionally with buyers while driving measurable conversions.
This campaign went on to achieve an extraordinary 11,566% ROAS and win multiple awards, including:
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2024 Hermes Gold – Strategic Campaigns & Marketing
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2024 Hermes Gold – Digital Ad Campaign
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2024 Communicator Distinction – B2B Display Advertising
The Challenge
The heavy equipment market is saturated with similar imagery and generic sales messaging. To make Hitachi stand out, the creative needed to:
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Captured attention in a competitive market
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Connected emotionally with buyers while promoting 0% financing
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Highlighted Japanese engineering precision, quality, and reliability
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Resonated with two key audience segments — compact and large equipment buyers — in both English and French markets
My Role
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Concept Development – Originated the “Clear the Way” theme, tying it to both the physical power of the equipment and the idea of clearing financial barriers with 0% financing
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Creative Direction – Established the visual style, color palette, and tone across all campaign elements
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Design & Production – Delivered static assets for META, Google Search, and Performance Max
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Video Production – Produced promotional videos concept for animator to produce multiple equipment models
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Landing Page Design – Designed the Equipment Journal landing page takeover assets and campaign landing page for conversions
Creative Execution
The campaign centered on a striking visual: a Hitachi machine clearing away negative words, symbolizing how the brand helps customers overcome obstacles and get more done for less.
Bold typography, high-impact colors, and clean layouts created quick visual recognition across all platforms. Static graphics were adapted into animated formats to stand out in busy feeds and display networks.
The bilingual landing page clearly presented financing offers and product highlights while guiding visitors toward lead submission. Every element was designed to align with Wajax and Hitachi brand standards while feeling fresh and modern.
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11,566% ROAS from a single creative campaign investment
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Significant lead generation and sales lift in Q4
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Industry recognition with multiple award wins
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Strengthened Hitachi’s brand presence and competitive positioning across Canada
Results
This project reinforced the impact of pairing strategic creative thinking with measurable performance goals. By maintaining consistency across every touchpoint, I was able to help Hitachi stand out in a crowded market while delivering results that far exceeded expectations. It was a reminder that bold, clear ideas — when executed with precision — can drive both brand perception and tangible business outcomes.
Takeaway
