Cisco Unified Communications

The Ask

Create awareness of Cisco’s Unified Communications product in an unconventional way.

The Solution

Show the value good communications tools have on your performance in an entertaining YouTube video. Security camera footage shows the mental trauma created by poor communications. The URL in the end card takes you to a life coach who provides guidance on how to avoid the same fate as the businessman in the hotel.

Results

Two million hits in less than two weeks.
The video was still attracting significant hits more than four months later.

David Shearer

Hello.

I have been in business for 20 years and am considered a leader in brand strategy, marketing, experience design and creative excellence.

My work has been recognized (across mediums) by the world's leading commercial creatives with over 40 awards for excellence from many of the most respected international shows, including Cannes Cyber and Direct, One Show and DMA Echoes.

I have a unique combination of experience that covers the full spectrum of marketing and brand communication: from brand strategy, innovation, awareness and thought leadership, through relationship marketing, sales promotion, loyalty programs and dimensional mail, to mobile, app development, websites, social community, global web presence management, and digital interactive experiences. More recently (the last eight years) I've also gained extensive knowledge of event experience design for conferences, and product interface design.

Today, I help lead the creative vision and brand strategy of Box, one of the fastest growing tech startups in the world with a rapidly growing global footprint. My responsibilities include managing global creative development, brand communication strategy, social strategy, idea development, innovation, studio production management, design systems and product naming across every relevant touchpoint.