Red Hat

Phoneline, Lifeline

During lockdown, the telecommunications industry made WFH, remote schooling, and those fury-inducing-but-vital family Zoom quizzes possible.

And many of the companies in that industry depended heavily on Red Hat open source software.

Red Hat wanted to promote its ability to handle such a high-stakes, high-intensity task, while also thanking the telecommunications industry for its contributions.

The concept

In 2020, a phone line or an internet connection wasn’t just a utility. It was a vital link to the outside world.

Which made this a chance to skip the self-centred celebrations or cold B2B-coded lists of product benefits.

I pitched a concept that helped Red Hat tap into the emotional heart of the telecommunications industry — its ability to connect people, communities, and workers from all over the world.

The campaign

The thinking

Telecommunications had never been so vital

Telecommunications has never been more important. The industry has always kept the world connected, but, in 2020, Red Hat’s telco partners were doing life-saving, economy-driving, education-enabling, people-uniting work.

Vital industries rarely get recognition

This was a chance for Red Hat to recognise the extraordinary challenges faced by the telecommunications industry. And, crucially, the extraordinary steps the industry had takent to navigate those challenges, from improving customer service to expanding bandwidth and kicking off new projects with Red Hat.

This was a chance for Red Hat to give thanks and show that they understood their customers deeply.

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