Nice…hAIr?
Salesforce :: AI Brand Campaign 2023/24
The world was in a pivotal moment - businesses needed to tackle AI the right way, gain trust, be innovative, but also remain human centered. We leveraged all of those things positioning Salesforce as the world leader in the AI CRM space. Lucky for us our AI product is named Einstein AI. We were able to leverage this to communicate that AI isn’t taking your job, its empowering you to do more, incredible things - and with Salesforce, you can be an Einstein just like that.
This campaign launched mid 2023 globally infiltrating the entire brand in everything from TV to our world class events. Our video scored the highest of any ad Salesforce ever in branding, understanding, memorability and recall. B2B. Can. Be. Fun. While also delivering staggering results. We evolved the campaign to include Formula 1 as a customer case study showcasing specific use cases for a global brand.
Creative Team: Rebecca Brown, Paul Sincoff, Monika Hoang, Lorenz Ortiz, Niki Clainos, Karen Farrell
Video Director: Dan Opsal
Production Partners: HungryMan, The Den, Parliament
Press
When we first started out, Salesforce was our go-to example of effective B2B brand building. As far as we’re concerned, IBM invented B2B brand building, GE refined it and Salesforce perfected it. Consider the team’s latest work: ‘The Candy Shop’.
This ticks all the best brand boxes. It grabs your attention with fast-paced whimsy. It delivers a single compelling message – that AI will turn every worker into a genius. In the new AI era, ‘Everyone is an Einstein’ has got to be the tagline to beat. The ad is distinctive AF, with the Salesforce logo flashing in the first second, co-presented with one of its many charming and iconic characters. It shows the product without getting bogged down by details. And it will be marketed across every key medium in every key market.