The overall strategy for the campaign is empowerment.In creating the HP BladeSystem experience, HP took a fresh direction in reaching their target audience of I.T. professional's. They used a method of communication—the iconic whiteboard—that is familiar, but which also signified a shift by creating a fresh, unique and engaging atmosphere where I.T. people could connect with each other. The visual focus of the campaign is built around the whiteboard, part of the IT professionals everyday work environment. It's their tool for expressing and solving problems. We wanted to continue that level of comfort and familiarity throughout the site.