As said by the client, "There is anti-Cisco sentiment out there. We want to capitalize on that, and take it back to Cisco. Aggressively. We want to gouge their eyes out. Any questions?"
Well, ok, there was more. The main objectives were to improve overall awareness and consideration of the Brocade brand among the IT community, and to highlight the fact that Brocade have a competitive, if not superior, product to that of Cisco. Brocade were tired of side-stepping around the giant. They were ready to be the underdog aggressor and were willing to use a provocative and irreverent approach more typical of a consumer brand. Brocade wanted attention. Actually, they needed it. Both their industry and market positions were slipping.
This was music to our ears. As a Creative agency we were thrilled to be given such charter and such freedom. With the gloves off, we felt that we could create an attention getting campaign that would create long lasting chatter and resonance within the industry - all of it beneficial to Brocade.
