Imagine a world with less.
In 1999, i2 Technologies was one of the world's leading providers of supply chain software and solutions, with a stable of blue chip clients like Nike and Home Depot. The company's culture was entirely focused on the bottom line – shorter sales cycles, higher margins, maximized shareholder value. In our first briefing we asked them about their goals, and the VP of Marketing pointed to a poster on the wall with the headline “Achieve Global Domination.” Then she leaned in and said, “Actually, if you really want to know, it's the LEIA Plan – Larry Ellison In Agony.” You could literally smell the hubris.
We asked them what i2 stood for, and were met with blank stares until someone nervously blurted out, "I don't know for sure, but I think it stands for two Indians.” The two Indians he referred two were the founders of the company, Ken Sharma and Sanjiv Sidhu.
So here we are thinking we had a client with no plan, no values, and no soul. And then we met Sanjiv Sidhu. Humble, intelligent, a little shy – the exact opposite of his marketing team. He explained the company's purpose this way. “Our solutions create efficiencies which help our clients realize value which ultimately make the world a better place to live. Essentially, we shut off the sprinklers when it's raining.” Bingo.
These posters and video were created to celebrate the higher purpose – and the real value – of what the i2 did. In effect, our job was to introduce the company to itself.
Agency: Leo Burnett
Creative Director: Mike Coffin
Art Director: Jennifer Taylor
Writer: Wendy Robbins