The evolution of this campaign is a real rags-to-riches story!
It started as a simple explainer video that I wrote for an internal event at Cisco. The entire brief was “don’t make it boring!” That one video ended up generating a lot of buzz within Cisco, all the way up the the CMO and CEO, and became an entire 360 campaign that was their biggest initiative that year. it spawned a broadcast campaign, a very successful social campaign, and an entire OOH campaign (localized internationally) with collateral tie-ins to live events. All from that one initial explainer video!
Here are three broadcast spots that I wrote and directed for that campaign which ran during the NBA finals.
The “Simplicity” spot made it into the Top 10 for all YouTube commercials one month.
These spots were the #1 converting asset for all of Cisco Security.