As technology redefined entire industries, Cognizant set out to redefine itself, from IT consultancy to business transformation partner.
The campaign brought the idea of business convergence to life by showing how familiar products and industries were evolving into entirely new services and opportunities. A television could become a movie theater. A car could become an entertainment center and networked device. A refrigerator could become a shopping cart, consumption tracker or home economics assistant.
Rather than simply presenting technology solutions, the campaign positioned Cognizant as the partner that could see what was coming and help businesses build it, moving the brand from IT consulting toward strategic business transformation.
Event video.
