Hitachi Data Systems

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.

Advertising
Hitachi Data Systems - MTR Advertising

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.

Hitachi Data Systems - The Creative Process
Hitachi Data Systems - MTR Escalator Crown Advertisements
Hitachi Data Systems - Print Ad

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.

Hitachi Data Systems - This
Hitachi Data Systems - Virtual Storage Platform