What Could Go Wrong?

Role: Creative Director

Solace creates category-leading products that simplify the complexities of data transfer. For years Solace successfully marketed to the C-suite, but to stay competitive, it became clear that the real decision-makers were the developers on the ground level. To reach this notoriously skeptical, insular and marketing-adverse group, we needed to shift their entire approach to marketing.

Diving deep into developer culture, we found a shared affinity for inside jokes, industry sarcasm and off-kilter humor that was as clever as it was outlandish. There was a vibe of “If you don’t get it, it wasn’t meant for you.” So we crafted a campaign that would resonate with the developer community and, quite possibly, no one else.

We started with the insight that failure is not an option for developers. With that in mind, we asked them “What Could Go Wrong?” when everything else goes right by choosing Solace’s products.