Eaton
Agency: Jack Morton Worldwide
Role: Associate Creative Director, Design
Every year, we were tasked with making something fun for IT Pros. It was by far my favorite thing we got to do with Eaton. Most years we made a game, once we made a series of comics. They all won lots of awards. The 5 I got to work on are below.
Awards
Effie Awards 2022
GOLD Business-to-Business Services
Eaton IT After Dark
Effie Awards 2025
SILVER B2B - Products
Eaton Tales from the Next Frontier
Campaigns of the Year 2024
(formerly the Pro Awards)
WINNER Icon Campaign of the Year Award - B2B
Eaton Tales from the Next Frontier
Pro Awards 2022
GOLD Best B2B Campaign
BRONZE Best Integrated Campaign
Eaton IT After Dark
PRO Awards 2021
BRONZE Best B2B Campaign
Eaton My IT Galaxy
Reggie Awards 2024
SILVER B2B Marketing
BRONZE Content Marketing
Eaton Tales from the Next Frontier
Reggie Awards 2022
GOLD Digital, Social or Mobile Marketing
SILVER B2B Marketing
Eaton IT After Dark
Global Ace Award 2022
SILVER Integrated Marketing Campaigns ($250k-$1M Budget)
Eaton IT After Dark
Global Ace Awards 2021
WINNER Demand Generation Campaign
RUNNER UP Craft — Art Direction
Eaton My IT Galaxy
B2 Awards 2022
SILVER Integrated Marketing Program: Large Enterprise
Eaton IT After Dark
Hatch Awards 61
SILVER Brands Amplified
SILVER Digital
Eaton IT After Dark
My IT Galaxy
Phase 1: Create your planet
IT Pros are invited to answer a questionnaire that generates a custom planet that can be downloaded as a detailed infographic, wallpapers, and sharable content. Users can also see how their answers stack up against their peers across the rest of the I.T. galaxy.
Phase 2: Play Planet Pinball
IT Pros are invited back to use their custom planet as the pinball in an intergalactic battle of the paddles. The game's storyline highlights product features and extra lives are rewarded to the player for correctly answering product familiarity questions. Players could win prizes and challenge their friends to beat their high scores.
IT After Dark
IT pros work long hours. So our promotion gives them something fun to fill not only 9-5, but also 5-9.
We created a hub filled with fun things for IT pros to do, day and night. Including a 2D platformer game, Dream Gallery, desk-ercises, playlists, a fun hotline to call, sleep report, and much more.
The Hub: A website where the content changed depending on the time of day. at 4:04pm the site flipped from day mode to night mode. There was lots of fun content including a playable 3-level 2D platformer. A sleep study survey, a dream gallery that illustrated real work nightmares submitted, Daytime/Nighttime music playlists. Desk-ercises illustrated with Eatons desk toy mascots. A children’s book, to get those tiny IT pros to sleep faster. A desk toy hotline, complete with jokes, Also wacky wallpapers, infographics, tips, and more.
The Game: Legend of the PDUnicorn.
A three-level platformer game where the player battles winged power surges, malware minions, and blackout sheep to save the legendary PDUnicorns.
Sprinkled in between levels were product familiarity questions. Secret codes hidden on the hub site allowed players to access an alt avatar character and unlock high-jumping abilities.
IT: The Next Frontier
We combined the two things the clients loved: space, and a hub full of activities.
The Hub: The page consisted of messaging around the acquisition, a parallax experience with messaging around how you prepare your teams for the future of IT, links to more resources, and the game experience.
The Game: A point-and-click-inspired adventure game where you have to find the Eaton products you need to get back to Earth. Players explore a multi-room spaceship with fun easter eggs, a robotic arm, IT-inspired puzzles, and a devilish plot to keep you in space forever.
Tales from the Next Frontier
This year we kept the space theme the client loved and made a series of graphic novels covering solutions for healthcare, education, data centers, enterprise, and small business. As part of the promotion, we updated our previous landing page to highlight the tales and also included new content, while still leveraging last year's game and infographic.
Five custom-illustrated tales: We worked with an illustrator in London to create the artwork (my terrible stick figures below), and then put them into boards and added in copy.
The Site: Updated the landing page to include the game from last year's promotion, and also some new content featuring Eaton's products and services. Secondary pages showcase the tales in a graphic-novel-style reading window, complete with page turn animations and sound effects.
Server Room of Doom
My 5th year working on this promotion we made a 1980's text-based adventure game, to hit all the nostalgic feels our IT Pros love. As part of the promotion, we updated our previous landing page to highlight the game and include new customized content, while continuing to leverage last year's comics and infographics.
The game: Our text-based adventure game was true to retro tech (we have the VT100 terminal max width specs and midi soundtrack to prove it) while weaving Eatons products into the story. The game has 6 separate storyline tracks that align with Eaton's six target audiences: Retail, Healthcare, Data Center, Enterprise, Small Business, and Manufacturing.
"Honestly was an amazing break from a busy day. Eaton has always made things fun and enjoyable. Your marketing is fantastic and the products match."
