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 successful efforts to date had been all about user negligence. But this time the focus needed to be more on IT – the unsung heroes of business. So we collected a trove of strategic insights on what IT pros love, hate, and love to hate.
What better way to make IT pros the star then an irreverent hip-hop music video? The pitfalls (cultural and otherwise) were daunting. We partnered with a Grammy-nominated music house and an East Bay hip-hop dance company and swung for the fences.
