SAP

How do you Run Simple?

ADVERTISING / ART DIRECTION

Challenge

With the launch of the organizing brand idea, Run Simple, SAP made a promise to build, deliver, and engineer a better way to help clients combat complexity.

The global technology leader needed to showcase this core brand positioning and deepen its established connections with customers across various business lines and industries.

Solution

In collaboration with a unified network of agencies, my team lead the drive from brand-to-demand through digital, experiential and lead-generation advertising to help ring the register.

The need to demonstrate the power of Run Simple, and deliver this proposition across every line of business became paramount to the success of the brand idea, particularly in its year one launch.

CEC

Simple is a Step Ahead

If you don't Run Simple, you fall behind. In this campaign for SAP's Customer Engagement and Commerce Solutions (CEC), the creative demonstrates how businesses stay a step ahead of the competition by engaging with customers in the moments that matter most.

Nothing is more simple than greatness. Indeed, to be simple is to be great.

RALPH WALDO EMERSON

CEC

A Step Ahead of CRM

The CEC campaign expanded with the development of an interactive benchmarking tool to help organizations determine their customer engagement efficiency score within their sector.

CEC

A Step Ahead of Your
Next Destination

This experiential idea centers around providing business travelers with a simple way to learn the language of their destination, while showcasing their CEC solutions.

Customers are offered a 5-minute language lesson from a virtual tutor at the airport. LinkedIn authentification and personalized follow-ups help generate leads.

SME

Small to Midsize?
It's Time to Run Simple.

Complexity affects small to midsize businesses (SME's) as much as the big guys. SAP SME solutions help business owners with less than 500 employees Run Simple. This campaign idea highlights the urgency of simplicity for growing businesses that need it most.

HCM

Simple Truths

SAP Human Capital Management (HCM) solutions help businesses navigate the the rapid change amongst people and the workplace. This was brought to life by highlighting the simple truths of the industry; data, insights and expertise to help clients navigate the dynamics of people at work.

SAP HANA

The Answer is SAP HANA.
Now, What's Your Question?

A revolutionary new data platform; SAP HANA makes 'simple' happen, by providing data and analytics faster than ever before.

By asking compelling questions around issues keeping the C-suite up at night, this creative highlights how SAP HANA is the answer.

SAP HANA

Run Live. Run Simple.

The evolution of the brand positioning highlights the real-time benefits of its operating platform with 'Run LIVE' with the power of SAP HANA.

This was brought to life from brand-to-demand executions highlighting Live facts, Live applications and Live examples of SAP HANA at work for the HCM business line.

PHOTOGRAPHY

Simple Goes Global

Rolling out the Run Simple story meant collaborating and directing creative across over twenty unique global campaigns in a single year.

During that time I had the opportunity to lead a series of international photoshoots to extend the global image library, traveling from Shanghai to Medellin, collaborating with photographer, Shaun Fenn.