IBM

The Challenge: IBM needed help selling something boring but essential: high-end storage systems.
At 500,000 SEK, they’re a big investment, but they only get noticed when something goes wrong. Just like the people who manage them.
Our task? Show the value of storage and the unsung heroes behind it.

The Solution: We found the perfect analogy: the IT manager is like a football referee - their best days are the ones no one remembers.
No crashes. No drama. No headlines.
And that’s exactly what IBM delivers.

So we celebrated the beauty of boring with a film campaign where absolutely nothing happens. No alarms. No chaos. Just the quiet brilliance of everything working exactly as it should.