CI 360, Global Campaign

SAS is the global leader in analytics and one of the largest privately held software companies in the world. As a highly technical company, its communications often reflected an engineering mindset inherited from headquarters. Sometimes that worked. Sometimes it didn't. The task was to launch Customer Intelligence 360, SAS's next-generation platform designed to help CMOs understand customer behavior, orchestrate journeys and turn data into actionable marketing intelligence.

Behind every dashboard there is a human decision waiting to happen. Data generates numbers, numbers generate results, and results are what a CMO is actually accountable for. That simple chain became the conceptual spine of the campaign — a way to translate a deeply technical platform into a language marketing leaders speak every day.

We produced five films for the first phase, built to introduce the platform's promise, and five more for digital channels, designed to bring specific customer behaviors to life. Each piece was crafted to feel less like a product demo and more like a moment of recognition for a marketing leader.

Shortly after launch, SAS Latin America requested translations for an internal regional presentation. Two days later, the campaign was adopted across the region. Soon after, the American headquarters asked for a translated version to understand what was being developed in Brazil — and the campaign was eventually rolled out worldwide, becoming the first one created by SAS Brazil to be used globally.