theBrief Create an ad for the launch of the company's re-writeable CD/DVD drive that broke new ground by allowing users to select the best format for their needs.

theSolution The flexibility of the product was key and a simple analogy with the famous Swiss army knife was used to differentiate the product from that of its competitors.

theResult Placed in the visually overwhelming environment of PC magazines, crammed full of products and screen grabs, the ads immediately stood out and quickly gained attention from consumers and businesses alike.