The IT world was in a period of intense challenge and change: no more free pass for tech investment, but an increasingly hard line on productivity returns; no more multi-year big iron projects, but incremental innovation that needs to happen every day. Small businesses needed a new kind of partner. And that company was Cognizant. They came to us looking for a new a platform to stand out from the mega IBMs of the world, so we positioned them as an IT company that actually got work done. A company that works for you business because they actually get down to work. Their expert technicians actually pull up their sleeves and get into the trenches for their clients to maintain their daily needs¬—like keeping their email printer servers up and running.

We created a high-tech website featuring technicians to show the human side of their company. Banners, viral videos, print ads, tweets, and a Cognizant question of the day were ways of drawing people to the site—the work—WE WORK—was exactly what the client was looking for. And so were small businesses.