The Challenge
Red Hat was viewed as the trusted Linux company, but IT leaders ignored the rest of our solutions. Meanwhile they were drowning in complexity and falling for competitors’ empty promises of simplicity. We needed to raise their awareness of our portfolio fast.
The Insight
Competitors sell simplicity but actually deliver expensive lock-ins. Our truth was undeniable and unignorable. Open source is the only real way to keep your options open.
The Execution
In partnership with the Copy CD, we creative directed the largest global campaign in the brand’s history. With a bold creative departure from standard tech marketing norms, we built a flexible platform that unified seven product lines and put Red Hat back on the map.
Global Scale: Executed and localized over 3,000 ads across 9 languages and 4 global regions.
Experiential & OOH: Launched custom in-person activations and targeted out-of-home ads at key industry events like Microsoft ReInvent.
Field Marketing: Built a system to arm global teams with scalable, high-performing assets to turn attention into action.
Credits
Global Creative Director: Mike Esser
Strategy Director: Jacques Oury
Creative Strategist: John Lane
Creative Director- Copy: Jen Wiggs
Creative Director- Art: Nick Burns
Art Director: Karen King
Film Director: Brett Abramsky
Cinematographer: Kyle Messina
Account Manager: Jessica Burkitt
Project manager: Matias Faundez
This is the personal site of Nick Burns and is in no way affiliated with or endorsed by Red Hat, Inc.
