In Japan, forklifts are often used at work in warehouses, and the job is often thought to be 3K; tough (kitsui), dirty (kitanai), and foul-smelling (kusai). Which detracts motivation from the workers. As the world’s market leader in forklifts, Toyota L&F aspire to improve the presence of forklifts, and create a society where people working in distribution are empowered with a sense of pride in their trade.

Working with the world’s #1 forklift seller, we photographed close ups of the forklifts themselves, which is the symbol of their success. We put together designs that evoke the bold and powerful glamor of sumo wrestlers, creating a simple yet powerful presence by posting 5 posters consecutively in the same spot. We also used matted paper to evoke that feel of true quality.