Be Like Bob combined character creation, animation and digital campaign production to make NetApp’s technology story more human.
NetApp’s value can be complex to explain through product language alone. The campaign needed a relatable way to translate technical benefits into situations audiences could recognise quickly.
We created Bob: a simple, memorable character who demonstrated smarter choices through everyday scenarios. Rather than asking audiences to absorb a long explanation, the campaign let them follow his example.
Bob was developed into a flexible campaign asset across animation, digital ads, a landing page and a physical video box. A consistent illustration style and straightforward tone made each touchpoint feel connected.
A technical proposition gained a recognisable human face. Bob gave NetApp an approachable platform for explaining value across formats while making the message easier to understand and remember.
Delivered through BDG’s partnership with UK agency Sharper.
Pillars used: Strategy & Decisions · Creative & Production · Technology & AI
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