Time to adapt
An instinctively brilliant business campaign
Tata Consultancy Services (TCS)—a global leader in IT services, consulting, and business solutions—sought to deepen connections with key business audiences navigating accelerated digital transformation. Building on the success of a high-performing LinkedIn campaign that targeted CFOs, TCS aimed to broaden its impact across additional decision-maker segments through strategic use of social platforms.
However, digital channels had become increasingly saturated with business messaging. To stand out, our challenge was clear: deliver a bold, creatively-driven campaign that would break through the noise and capture attention in a competitive online landscape.
To meet this target, we needed to craft a compelling creative proposition that would resonate with senior decision-makers across Europe, despite intense competition for their attention. The campaigns were designed to run as ‘always-on’ initiatives, consistently capturing qualified leads that TCS’s sales teams could actively nurture. This required a multi-channel digital approach to effectively build awareness and engagement around each proposition.
We built the campaign around LinkedIn lead gen forms and third-party content syndication, underpinned by a bold, human-centered creative concept: businesspeople are still people—with the same instincts, humor, and curiosity.
Using arresting animal imagery, we drew clever parallels between species’ ability to adapt and the business challenges TCS solves—like whales communicating across oceans as a metaphor for remote work. This minimal, intelligent creative stood out in a sea of generic B2B ads, inviting audiences to make the connection themselves—and enjoy doing it. One image, three lines of copy, and a lot of impact.
Results
Recognition
The campaign earned widespread recognition across the industry, collecting accolades from several prestigious award bodies. At the Summit Awards, it won in the Emerging Media, Video B2B – Innovator category. It was also a standout at The Drum Advertising Awards, securing the B2B category win and a Highly Commended for Most Effective Use of Creativity. The campaign took Silver for Account Based Marketing at the ANA B2 Awards, and achieved Gold at the Hermes Creative Awards for Interactive Media | Social Media | LinkedIn. These honors highlight the campaign’s exceptional creativity, strategic precision, and measurable impact in the B2B space.
In a sea of ‘me-too’ content, the 'Origins of Business' campaign really stood out. The previous activity [they] ran for TCS had been a huge success – and we would have been more than happy if the Origins campaign had simply matched it. But in fact, it blew them away! The images captured viewers’ attention – but the heart of this campaign was how the content team mapped our capabilities to animal behaviours. The approach worked brilliantly – not only raising awareness of TCS in every target account, but surpassing the lead generation target by 50% with the campaign still running.
