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Lexar is a technology company who develops back-up and storage technology in the consumer computer sector.

Lexar needed a story to explain how their product provides a unique solution in a category that can be complicated and confusing.  They needed to understand how their consumer thinks, a strategy for communicating rational and emotional benefits and creative execution that revealed the product story.

We conducted consumer research to understand how our target audiences think about back-up technology.  We then developed a campaign based on the insight that consumers want peace of mind that their files are backed-up without the hassle of having to always think about it.  We partnered to film two short stories about characters who found themselves in situations where they were lucky to have used Lexar to back-up their important information.

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