THE CHALLENGE

When generative AI stormed the business world, Salesforce had a message for all the humans: AI isn't coming for your job; it's coming to make you better at it.

We just had to explain this new technology, clearly, to dozens of B2B buyer audiences across a sprawling product portfolio. And make sure they associate the message with our proprietary AI, Einstein.

THE SOLUTION

Our insight clicked instantly: with Einstein AI, anyone can be an Einstein .

As ECD of Brand Programs, I guided the campaign’s creative development and production. The result was both playful and hard-working. Workers asked Einstein questions or gave it instructions. When it answered, they became “Einsteins.” Poof. The device was simple, memorable, fun, fast, and easy to understand.

Importantly, we showed workers, from factory floors to the C-Suite, being empowered, not replaced.

The campaign became a rallying cry within Salesforce. It spread across live sports, business news, digital channels, and social platforms. And it became the theme of Dreamforce 2023, the biggest software conference on the planet.