A scalable, reliable, integrated infrastructure is vital to the success of any enterprise. IBM recognises the importance of this message. Furthermore, they have the experience and expertise to be able to implement it. That's the main communication of our on-going campaign for IBM e-business Infrastructure. This ad was part of our early awareness efforts for IBM's Infrastructure campaign. In a playful way, we wanted to make the intimidating sound and idea of the word INFRASTRUCTURE into a manageable reality. What better way then to spell and sound it out?