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An Anthem for the IT crowd

Lenovo IT server campaign

Lenovo brought us an intriguing request: “We want a video we can personalize for each of our IT contacts. Oh, and it needs to speak to the server category as well as personal devices.” After the room stopped spinning, we got to work.

Our efforts had been all about negligence. But this time the focus needed to be more on IT – the unsung heroes of business. What better way than to make an irreverent hip-hop music video whereIT pros could personalize elements to make themselves the star? They could personalize their own video with their business name, their picture, a “favorite” user, and more. Then send it to their friends or coworkers. It was an instant hit.