Launch a Global Brand
Kawasaki invented the utility vehicle category. However, after years of focusing their efforts on other categories, competitors had taken market share and they were in desperate need of a complete overhaul. They approached us with the challenge of creating a disruptive brand and sales plan for one of their staple categories.
Own Strength
After extensive research and competitive analysis we discovered that Kawasaki 4-wheel vehicles are born from Kawasaki Heavy Industry DNA. Engineers from Japan responsible for designing their bullet trains, freight liners, and heavy-industry machinery,
are the same engineers that design their utility vehicles.
Heavy-industry design standards are infused throughout their utility vehicles, resulting in the most durable and powerful machines in the industry. Once we unearthed this truth, we looked for a disruptive way to get the word out.
Kawasaki STRONG.
When your competitors own speed and amenities, we took a hard look at our undeniable advantages, strength and quality,
we called it Kawasaki STRONG. Not only did we launch a strategic 5-year campaign and brand building strategy, but
we introduced an unprecedented Warranty that put backed
our bold claim.
Kawasaki Utility and Recreational Utility vehicles are born from Kawasaki Heavy Industry DNA. From bullet trains, freight liners, to their utility vehicles, Kawasaki builds the most durable and powerful machines to not only tackle the toughest jobs, but have a little fun when the job is done.
Reigning world-champion of the Monster Energy Professional Bull Riding organization, JB is absolutely the toughest guy around. Tapping his fans who value strength and power was a perfect match.
WWE wrestling legend, movie star, and host of CMT The Broken Skull Challenge. This gritty Texan won't accept weakness from anyone or anything and that's the bottom line.
Son and Grandson to Country Music legends Hank William Sr. and Jr, Hank III is a country renegade like no other who loves fast rides and fast music. We made a non-stop action series that captured not only views, but the hearts and minds of our fans.
WWE wrestling legend, movie star, and host of CMT's The Broken Skull Challenge. This no-bs Texan won’t accept weakness from anyone or anything … and that’s the bottom line.
Reigning world-champion of Monster Energy's Professional Bull Riding organization, JB is absolutely the toughest guy around. Tapping into his fans who value gritty strength and power was the perfect match-up.
Son and Grandson to Country Music legends, Hank William Sr. and Jr., Hank III is a country renegade like no other. We made a non-stop action series that captured not only views, but the hearts and minds of our fans.
The MULE vehicle experience is a fully immersive 3D gyroscopic interactive experience responsive for any platform. It houses launch campaign materials, Kawasaki STRONG branding, product videos and integrated video curation by our brand ambassadors.
