To shoot forklifts in beautiful ways that has never been done before. We focused on the fact that Toyota L&F’s forklifts were designed based on motifs inspired by sumo wrestlers. By photographing close ups of the forklifts themselves, and creating graphics that evoke the bold and powerful glamor of sumo wrestlers, we presented them as OOH in train stations all over Japan.

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.

As a forklift manufacturer, the campaign achieved the best recall rate, as well as improving negotiation rates; ultimately achieving #1 sales in the industry for 50 consecutive years. On top of that, we received many messages of gratitude from people within the industry - proudly working with forklifts as the lifeline of the trade.