In collaboration with Nasta, we set out with a common goal to create stronger brand-recognition for their product-line Hitachi excavators. Focusing on how we could communicate the brand to father and son, we used the Johnny Virker book concept and created a follow-up book with their excavator as one of the leading characters. The thought behind this concept was to create a stronger feeling of association towards the product by introducing the book and a story around the product, thus creating feelings related towards Hitachi. further, we created clothes and toys based on the character from the book and an actual physical specimen of the excavator named «Hitachoo.» That was present at various events. The book and concept were launched at Vei og annleggsmessen with Nasta in 2015, attracting high amounts of attention and crowd.