Reaching people through a campaign of honest, authentic storytelling invigorates a global brand.
Hitachi is a global technology company that makes all kinds of amazing stuff - from bullet trains to cancer-fighting proton beam technology. Unfortunately, they were so busy making these things that they forgot to tell the North American business audience. Instead of going to toe-to-toe with the big spenders in their space (GE, Sony, etc) an integrated storytelling campaign would treat the "audience" like "real people" - reaching hearts and minds and doing the emotional heavy-lifting that can't be bought with traditional ad dollars.
We recommended to the Hitachi executives that the right direction for their campaign was to create a web-based documentary film series that showed off the amazing work they were doing in the USA through the stories of the people it directly affected. Their response, in Japanese, seemed to be "you wanna do WHAT?" But after a very long, translated conversation they agreed that this was the way to go. I think.