Taking them for granted is a good thing.

The bones of your building. Escalators, elevators, HVAC—all that infrastructure that we don’t notice until, well, it’s not working properly. That’s what Mitsubishi Electric creates and they do a damn fine job creating it. Mitsubishi just builds better. That’s the strategic gem my copywriting partner and I landed on for this campaign—the goal of which was to spread awareness of Mitsubishi’s unknown daily role for millions of people worldwide.