• September 14, 2010

Targeting 14 major cities in seven languages, the campaign is the largest in the company's history. It has the theme "New Era. New Tools," and includes print, digital, broadcast and out-of-home advertising with street teams, experiential displays, a car competition, an online game and events.

The campaign was created off the insight that drove the development of the product itself, that our society is changing from an era in which fluency in technology was an acquired skill to an era in which people are born into technology. It also recognizes the new attitudes emerging from the global financial meltdown of 2008.

Agency partners included Gardner Nelson, Jack Morton, Doremus, Schematic and Interbrand.--Tanya Irwin