INNOVATE coolants — “Ban the Fan”
Data centers needed a better way to cool high-compute servers. For their marketing, the competition was offering dry, metric-heavy spec sheets, the kind decision-makers tune out.
We chose not to explain the fluid dynamics of immersion cooling and opted to present a villain: Air Cooling. ‘Ban the Fan’ was a facetious, quasi-political activation, a challenge to the status quo.
‘Ban the Fan’ was a rallying cry for reps, a highly shareable CTA, a direct order, an imperative.
It was more than a campaign, it was a movement.
Concept & Copy: Ray Johnson Art Direction & Design: Butch Liebscher