Global integrated campaign
2024 Red Hat brand campaign
In its first year, the /Keep your options open global campaign included over 3,000+ ads in 9 languages, making this iteration of the campaign the biggest in Red Hat’s history.
The reason behind such a big quantity of ads? There’s a lot to cover for a tech company like Red Hat—and the /Keep your options open creative platform was designed to do just that. We covered 7 different topics across a variety of paid channels such as Facebook, LinkedIn, YouTube, Spotify, and Google—not to mention creating tailored assets for internal use, events, organic social, and other paid placements.
With a campaign bigger than the resources we had to make it, we knew we had the opportunity to make the second year more efficiency, strategic, and smarter. While the brief didn’t change, we knew our approach had to—and back it up with data from audience testing, performance insights, and internal learnings.
the brief
THE ACTION
To think of Red Hat as a trusted, experienced, and objective resource and cloud partner when investing in their infrastructures.
THE INSIGHT
Our audience wants to partner with vendors who will genuinely be there to solve their problems and meet their goals, no matter how challenging or complex. (This audience can see right through the BS, too.)
THE AUDIENCE
IT professionals and partners who need to reduce the complexity of working in and connecting multi-hybrid cloud environments.
For the last two years, my involvement has consistently spanned the entire creative process, from the brief to the final product. I help assign the teams, make opportunities, provide creative direction and feedback, and guide the team along the way.
I also led the 2023 transcreation of our original paid assets into our other 8 core languages, including: Spanish, Portuguese, Italian, French, German, Chinese, Korean, and Japanese. And in 2024, I led the ad creative process—from evolution to the copywriting across paid placements such as Facebook, LinkedIn, YouTube, Washington Post, and more.
Note: The below creative examples are just a peek into everything we created, with a fraction of the copy shown, particularly as many 2024 ads are not yet live. Feel free to reach out for more examples.
