Wieden+Kennedy I.T. was perceived as a faceless department. They wanted a voice that made them friendly and approachable, one that revealed a fun, forward-thinking group—people, instead of a help-desk call number. So one day, the new W+K I.T. robot mascot took over every computer in the agency; posters showing I.T. employees went up, a smart-ass robot roamed the agency and gift packs, including flashcards with very loose definitions of tech terms, were left on every desk. A day-end party showed off the new identity, and the agency met the actual humans of I.T.