Bear I.T.

Marketing Campaign

Bear I.T.  wanted a high-impact marketing campaign to raise awareness and generate new business. Knowing the company very well, our experience told us that they are always around to fix your problems. That reassuring feeling of dependability led to the the copy line: 'it's in our DNA'.

We wanted to get away from the usual dull imagery you get with these campaigns – pictures of wires, keyboards and hard drives – and instead used something that pitched them as a modern business with a human touch. The abstract interpretation of DNA, linked with images that represent each business area in a more conceptual fashion. The broadband area for instance, we chose horses to reflect power, speed and stability, everything you want from a connection.

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