The unsung heroes.

Ever wonder who’s really running your organization’s day-to-day? Who’s keeping the data safe, the solutions scaled, and the uptime up? It’s the IT heroes in the racks. What may seem prosaic to outsiders is actually a high-stakes job, where quick action and ingenuity are a daily requirement. So, instead of showcasing speeds and feeds, we took the creative into the trenches and led with real-life scenarios—in which having the right partners makes all the difference.

It Torx a village.

The quickest way to show you’re a tourist is not knowing the local lingo. If we wanted to sell NTT as the experts, our work had to walk the walk. We started by interviewing IT specialists about some of their more harrowing stories, but also the less dramatic: What data center amenities did they find invaluable on a daily basis? What was in their tool bags. (Yeah, we got personal.)

No actors allowed.

We wanted the creative to feel authentic. NTT understood the brief. As a result, all of our creative used real NTT data centers as the backdrop, and all our “talent” was real data center teams. It also made the creative 100% ownable.

It’s in the bag.

The campaign was a mix of digital ads, pre-roll, interactive, and good old-fashioned email nurture. Visitors to the campaign landing page could even load up a virtual toolkit and enter to win a real, personalized “go bag” filled with premium essentials (including caffeine).