Awards 2014, category five: John McNeil Studio for Juniper Networks
Best use of creative: Rap Battle
There is a battle going down in corporate data centers around the world. The battle between the forces for virtualization and the guardians of the physical network. True as this is, it’s also ridiculous. And to point that out Juniper staged a rap battle. The Data Center Rap Battle campaign mixed hiphop culture with the business-to-business jargon for results that are…well…awkward.
Several elements were created for the socially oriented Rap Battle microsite. Most prominently, the site features Rap Battle videos in which IT geeks choose their sides and throw down in the data center. Site visitors choose winners for the four rounds, watch behind-the-scenes videos featuring the Corporate Rap Coach, and record their own rap they can share on social networks—along with animated GIFs, memes, downloadable beats and a ringtone.
The big winner of Rap Battle? Juniper MetaFabric, which delivers the best of both worlds. It’s the only sane approach to this unlikely battle.