Client: Hitachi Data Systems Deliverables: Concept, Copy, Artwork, Design

Hitachi Data Systems – ‘This’ Virtual Private Storage Campaign

Simplifying the message to make it stand out in a crowded space

A giant in technology services, Hitachi Data Systems (HDS) creates innovative products for business, driving the strategic management and analysis of the world’s data. For the launch of the Hitachi Virtual Private Storage midrange product line, HDS asked Unison Creative to create a high-impact series of advertisements for a three-month placement in four of Hong Kong’s MTR stations.

Humanizing the High-Tech


Hoping to steer clear of the straightforward, product-centric approach of other campaigns, HDS challenged Unison to distill the selling points into a simple visual series that didn’t look like it came from an IT hardware company. Marrying copy and design, we developed three approaches for the campaign, each focusing on the benefits rather than straight hardware specs, and then developed the selected concept, “This,” for production.

Standing Out in the Crowd

To translate technology hardware into valuable benefits to business customers, we created a series of icons with vibrant, high-energy backgrounds to convey the power of the product, keeping each frame simple and powerful enough to stand out in Hong Kong’s crowded subway stations. The simplicity of the approach lends itself well to translation for print ads and other languages and markets.

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