“The End of IT as You Know It” delivered visual disruption, clear messaging, and a narrative built to bridge story and sales
Lakeside needed a breakthrough creative campaign to signal their readiness to lead in the next era of IT. This wasn’t just about awareness — it was about repositioning. We needed a brand business campaign: a big, unmissable idea that could bridge storytelling and sales, bring clarity to Lakeside’s value proposition, and reframe the brand for decision-makers at the enterprise level.
To kick things off, our team held a day-and-a-half offsite — a focused, collaborative space to step back from execution and think big. Through open brainstorming, structured strategy sessions, and a lot of sharp thinking, we developed three bold campaign concepts. We A/B tested each one with our ideal customer profile. One stood out with a commanding 46% of the vote: “The End of IT as You Know It.”
The campaign featured vivid, high-contrast imagery layered with glitch effects — visually disruptive by design. These arresting visuals reflected the fragmented, reactive nature of legacy IT management, while the messaging hinted at transformation: the end of an old way is also the beginning of something better.
The result? A campaign with real stopping power and strategic depth. It introduced a bold new narrative for the brand — one that aligned with Lakeside’s product strengths, energized the sales team, and gave marketing a platform to build from. Most importantly, it gave Lakeside permission to say something: Welcome to the new era of proactive IT.
Creative Concept “Sketches”
We Feel The Frustration
This concept doesn’t hold back. It leans into bold, aggressive visuals to reflect the real emotions behind slow, broken, or outdated systems. For end users, nothing is more frustrating — and we get it. The break/fix cycle wears everyone down. This campaign makes that pain point visible, then flips the script with a clear call to action: Break the cycle before it breaks you.
Proactive IT on Day one
This concept compares the time it takes to complete everyday tasks with the time it takes to start seeing results with SysTrack. Turns out, it’s about the same. In the time it takes to walk the dog, cook a frozen pizza, or scroll too far on your phone, you could be well on your way to proactive IT. This idea leans heavily on copy, with minimal visuals — just a subtle nod to the task at hand, letting the message do the heavy lifting.
The end of IT … As you know it.
This concept centers on a simple truth: IT is changing. What was once seen as a cost center is now a driver of business growth. The old break/fix model no longer fits today’s pace or expectations. It’s time to disrupt. To challenge assumptions. To stop clinging to what was and start building what’s next. This campaign invites IT leaders to rethink everything—and embrace a future that’s faster, smarter, and more strategic.
Campaign Teaser Page
This campaign introduces a bold new narrative — one that positions IT as a driver of strategic growth, not just support. Explore early assets, real customer insights, and data-driven proof points that show why proactive IT isn’t just possible — it’s already happening. This is your first look. More is coming.
Booth Mockup
At trade shows packed with predictable visuals and safe messaging, this campaign stopped people. The bold use of glitch effects created instant contrast against the clean, quiet designs surrounding it. This wasn’t just aesthetic—it sparked curiosity and conversations. Two IT leaders, both current customers of other solutions, approached the booth and said, “We had to stop by and see what this was about.”
