Objective: To promote e-business infrastructure essentials towards IT managers and giving them the wit to go to the IBM infrastructure website to discover IT dedicated IBM solutions.Challenge: How to create a new spectrum of expression for IBM infrastructure in order to deliver impact, adhesion and sympathy to a "blase" and disappointed audience, in a strongly competitive online advertising context, on an arid subject.Call to action:1) To reinvent an interactive form of expression.2) To develop a humanistic storytelling approach in order to involve IT managers.Target: IT managers.