NTT DATA UK
NTT DATA specialises in transformative solutions for businesses ranging from the Bank of England through to the UK’s top five Telcos. In Japan, it’s a household name, whereas in the UK it’s well-loved by its clients but not well known. Our brief was to change this with a brand campaign that would raise awareness and build credibility. NTT DATA’s Japanese heritage runs throughout the organisation. We wanted to capture the essence of this and use it as its visual differentiator within the UK market. Using the crafts of bonsai, samurai and origami, we paralleled the dedication these arts demand with the passion and commitment with which NTT DATA delivers its transformative solutions. To gain the awareness NTT DATA required, we ran the campaign throughout London in prominent OOH locations including large digital screens at Waterloo and Paddington stations.