Cisco Case study A NEW KIND OF TOGETHER by Ogilvy & Mather Los Angeles

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Industry Computers & Computer Accessories
Media Case study
Market United States
Agency Ogilvy & Mather Los Angeles
Director Christian Loubek
Executive Creative Director Jeff Compton, Peter Kang
Creative Director Henry Kuo, Sam Bergen
Art Director Regina Smith
Copywriter Priyanka Kamath
Producer Kay Lynn Dutcher, Brandon Kusher
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: CISCO
Product/Service: TELEPRESENCE
Date of First Appearance: Oct 11 2010
Entry URL:
Executive Creative Director: Jeff Compton (OgilvyWest)
Executive Creative Director: Peter Kang (OgilvyWest)
Group Creative Director: Johann Conforme (OgilvyWest)
Group Creative Director: Bob Strickland (OgilvyWest)
Creative Director: Sam Bergen (OgilvyWest)
Creative Director: Henry Kuo (OgilvyWest)
Senior Copywriter: Janet Higdon (OgilvyWest)
Senior Art Director: Raul Montes (OgilvyWest)
Art Director: Regina Smith (OgilvyWest)
Copywriter: Priyanka Kamath (OgilvyWest)
Marketing Technology Director: Helen Jen (OgilvyWest)
Marketing Technology Manager: David Chiu (OgilvyWest)
Content Strategist: Todd Krieger (OgilvyWest)
User Experience Strategist: Elana Glazer (OgilvyWest)
Executive Producer: Julie Salik (OgilvyWest)
Producer: Kay Lynn Dutcher (OgilvyWest)
Producer: Brandon Kusher (OgilvyWest)
Digital Producer: Mikette Miller (OgilvyWest)
Director of Art Buying: Kristine Wilson (OgilvyWest)
Director: Christian Loubek (Anonymous Content)
Media placement: Site - - 9/23/10
Media placement: Banners -,, - 9/23/10
Media placement: Pre-Rolls - MSNBC - 9/26/10
Media placement: Print - Nobel Peace Prize, CGI Pubs - 9/26/10
Media placement: TV Campaign - 3 Spots - ESPN, CNN - 10/11/10

Describe the campaign/entry
It’s not every day you get an assignment like this.

We weren’t selling a product, a new service, or some kind of gadget you don’t really need. We were introducing a whole new way of being together.... through the magic of video.

It’s not about being “connected”. This new world is about true connection. Real presence. The kind that can only happen when I can see you and you can see me.

Cisco, the company whose intelligent and secure network makes social networks and the human network possible, was about to make things even more human with video. Our job was to show the world what that will look like – and how video will change everything by bringing us all closer together.

Describe how the campaign/entry was launched across each channel in the order of implementation
We launched a TV campaign that revealed unique situations where video technologies can inspire, educate and bring people closer together than ever before.

This was supported by a custom website featuring videos with “Togetherists,” technology luminaries, entrepreneurs and academics, discussing the power and pervasiveness of video across different industries.
Among the innovators we spoke with were Flickr’s co-founder, Caterina Fake, as well as theoretical physicist Dr. Michio Kaku.

Give some idea of how successful this campaign/entry was with both client and consumer
Since its launch on September 23rd, the site has attracted over half a million visitors.
Word continues to spread across social networks as people share and forward videos and comments, adding new meaning to what being together is all about.