Komatsu, a global leader in heavy equipment and technology, is launching its first-ever global brand campaign in its 103-year history. Through innovative storytelling methods, including anime-inspired videos and unexpected industry pairings, the campaign aims to challenge traditional perceptions that have long defined the construction and mining sectors.
“While construction and mining are home to some of the most cutting-edge applications of automation and connected technologies, younger generations often miss that connection, seeing only large machines and assuming the work is purely destructive,” explains Caley Clinton, Director of Global Brand Communications and Creative at Komatsu. “To shift these outdated perceptions, we knew we needed a radically different approach that defies industry norms.”
Titled “Gentle Giants,” the campaign highlights Komatsu’s impact on global communities and the diverse career opportunities within the company. By focusing on product innovations that benefit society—through advancements in technology, data, automation, and engineering—Komatsu hopes to not only raise brand awareness but also attract a wider, more diverse pool of talent.
Rather than emphasizing the sheer size and power of their machines, the campaign centers on Komatsu’s positive societal contributions. The first story, “Demining Cambodia,” uses anime-style storytelling to highlight the company’s decade-long efforts to clear landmines in one of the world’s most heavily affected regions. Since 2008, Komatsu’s specially designed demining dozers and support teams have helped reclaim millions of square meters of land, restoring farmlands and community spaces once littered with landmines.
“The smiles of elementary school children who can now safely play in areas once plagued by landmines are incredibly fulfilling,” says Hiroyuki Ogawa, President and CEO of Komatsu Ltd. “We are proud to be part of this essential work, and we hope this story resonates with a new generation, inspiring them to join our mission.”
To bring “Demining Cambodia” to life, Komatsu partnered with Prime Weber Shandwick, drawing inspiration from the company’s Japanese roots with anime-style visuals. The Swedish animation studio Brikk, known for its work on Minecraft, produced the animated hero video, alongside real-life stories of Komatsu engineers involved in the demining project.
“We wanted to set Komatsu apart from the competition and the usual heavy equipment industry messaging,” says Petter Lublin, Creative Director at Prime Weber Shandwick. “With ‘Gentle Giants,’ we’re able to tell engaging, creative stories that spotlight Komatsu’s machines and engineers in a fresh and exciting way.”
The global campaign, launching on October 1, will be shared across social media, digital platforms, advertising, and out-of-home channels. Watch the “Demining Cambodia” hero video on YouTube.