As part of a larger brand evolution aimed at increasing awareness of their evolving leadership in the business communications space, Cisco Systems announced their Unified Communications (CUC) portfolio enabling real-time optimization of communications across any device (handheld, laptop, PC, desktop phone, cellphone) in any mode (voice, video, data). Accelerating adoption required an increase in awareness with business decision makers (BDMs). The campaign had to tease to gain BDM attention, amplify pain points and drive association, and then illustrate CUC could not only eradicate them, but provide new ways to increase innovation, speed to market and efficiency.