File sharing and storage issues are real sources of anxiety for IT professionals. Bottlenecks, data security concerns, and a never-ending stream of requests mean little time to focus.

Box had a solution, but in a crowded marketplace it they needed to stand out by making a genuine connection with hard-pressed IT teams. We felt that Box could only do that by showing them that they shared their pain – and had a secure way to make their days less stressful.

Our answer was to dial up the emotion and humanise the issues that IT professionals face. Rather than present Box as just another functional bit of kit, we positioned it as a trusted ally that empathised with the daily aggravations.

Our hero video, featuring comedian Michael Spicer, showcased a magnificently grumpy IT manager blowing his top about the chaos surrounding him – data breaches, malware, and AI problems – before delivering the punchline, ‘Don’t Get Angry, Get Box’. This call to action reinforced our key message: that so much of this anger and stress is unnecessary. With Box, there’s an easy way to prevent unwanted work drama.

To complement our hero video, we developed social and digital cutdowns, extending the award-winning campaign’s reach and reinforcing Box’s solutions across multiple channels.

By taking this funny and emotionally charged approach, we created a breakthrough moment for Box. Establishing a distinct brand character and positioning the company as the go-to solution for IT teams drove awareness, engagement and consideration throughout Northern Europe.

In the UK, Box achieved a 10% uplift in aided brand awareness. The campaign landing page became one of company’s most-visited, with an above-average dwell time. Critically, 97% of visitors were net-new prospects, with AI-related and pricing pages seeing the most traffic – clear indicators of purchase intent.