| Sinopsis | • Juniper Networks, leading innovator in networking technology, is announcing the launch of an all-new brand campaign and platform, “The Now Way To Network,” featuring actress Christina Hendricks. • The campaign marks the debut of a new creative partnership with PLEX by TBWA, a specialty practice founded within TBWA\Chiat\Day’s Los Angeles office that builds brands for the world’s most complex and technical businesses. • “The Now Way to Network” was born out of the insight that “up and running” tends to be the gold standard in the current state of networking. However, this is in contrast to today’s IT leaders who are being held to seemingly impossible standards to keep up with the ever-changing landscape of work - with return to office, generative AI, data center management and more. • The secret sauce: Juniper’s AI-native network surpasses the competition (some analysts say their AI is 18 months ahead of #2) resulting in the benefits of self-healing, self-configuring and self-detecting capabilities. • To combat conventions, the brand strategy is all about showing people there’s a new way to network that breaks expectations of what a network can do. • The creative platform is an evolution of the strategy by introducing the concept of “now”, not “next”. This is a network that is built for AI to create tangible benefits that impact your business today, not shiny AI hype for tomorrow. • No stranger to the ins and outs of business operations, Hendricks was the perfect spokesperson to bring this campaign to life: • Hendricks serves the campaign as a guide to what the experience of “The Now Way To Network” actually feels like - someone who sees every corner of the organization and acts as an authority on all things networking. • Creatively, the campaign asserts confidence in Juniper’s seamless network through idioms like, “no one left in the dark,” “walking on air,” and “in the fast lane,” which speak specifically to the elevated experience working with Juniper. • The full 360 campaign will include elements for TV, Digital, Social and OOH, utilizing 1x :60, 3x :30s, 3x :15s, and 7x gifs/stills. • The partnership between Juniper Networks and PLEX underscores a shared commitment to creativity, innovation, and bold thinking. With a focus on building trust and confidence in Juniper Networks' superior technology, this campaign showcases the brand’s dedication to delivering unparalleled solutions to its customers. |