The Ask
Establish Trane as a major player in Data Center cooling.
Generate awareness and consideration for the brand and its offering.
The Situation
Data usage is growing at an exponential rate, and major players like Google, Amazon, and Apple are popping up data centers fast.
Although Trane is a global cooling powerhouse, they weren’t making the shortlist roster to bid on lucrative precision cooling jobs.
Snap.
Stream. Store.
Share. Send. Secure.
Shop. Search.
Sing.
The Idea: Dominate Your Data Domain
Industry research and focus groups led us to develop a unique messaging platform that positioned Trane as the only cooling equipment and solutions provider with the speed, scale, and expertise to help data centers outpace the ever-increasing demand while optimizing uptime and efficiency.
Expertise
Scale
Speed
How It Came To Life
An original illustrated world and character set brought to life a unique campaign look and feel that went beyond the saturated ‘Matrix’ data center look to create market differentiation. Highly targeted media on social and digital platforms drove new customers to the custom product page to learn more and talk with experts.
Role:
Creative Direction
Partners:
Creative Team / Jason Strong, Eric Sorensen, Michael Dow
Illustration + Animation House: Motion 504