Joy: 100 years of mining innovation
The Joy name means a ton to the professionals in the coal mining industry. In fact, you'd be surprised how people many collect Joy stickers (which are passed around in mines like badges of honor), manuals and decommissioned parts. To celebrate, I developed a series of videos and incorporated Joy's history into Throwback Thursdays on Komatsu's social media channels. I also created a commemorative book, complete with exclusive Joy stickers that celebrate each decade that Joy has been in business. The book sold out of its initial run.
video
commemorative book
The book contained stories about Joe Joy, an overview of the innovations from each decade and an exclusive collectible sticker page. This was a true love letter to the brand.
*I've included a sample page, a Joy story and the stickers page to give you a feel for the overall product.
social
A sample of the organic social posts for Joy 100. Super simple and the audience loved it.
