Doosan is a Korean manufacturer of construction machines. In order to enter the top tier players segment, they were looking for a strong strategic and creative partner to position the brand for the next 5 years.
After an intensive briefing session with the client, we developed the inspiring and impactful creative concept "Simplicity Works", in which each machine embodied a Hollywood hero starring in their own movie.
This campaign injected a new dynamic vibe in the entire European organization of Doosan, and gave everyone an unseen sense of pride for the brand. The campaign was launched beginning of 2014 on a pan-European level and is going strong.