Animals are wonderfully emotive and expressive. And people often identify with and share many similar behaviors, characteristics and traits. In this campaign, we used some magnificent animals to help tell our story for a new Mitsubishi Electric Automation’s new product marketing launch campaign. A different animal was selected to represent each new product line. In some ads, we aligned their notable strengths and features with Mitsubishi’s automation and control products. In other ads, the animals used simply delivered a powerful visual message, much more than words could do.