Advania

Advania is one of the largest IT firms in the Nordics, recently expanding into the UK with a focus on finance and insurance. But while AI was dominating headlines, workplace adoption remained slow.

To shift perceptions and raise brand awareness, Advania needed a campaign that would cut through the noise, open conversations, and show there’s a better way to do AI.

Enter Gary: a relatable everyman with a cardboard robot sidekick representing everything frustrating about AI. Inspired by retro-futurist films and DIY nostalgia, the campaign used humour and irony to reflect real user pain points.

In contrast, Bob and his digital twin showed how AI should work, clever, intuitive, and genuinely helpful. Together, the characters positioned Advania as the people-first alternative in a faceless tech world.

The campaign launched with a hero video, but quickly expanded into a full awareness push.

• Out-of-home placements across Liverpool Street and the Elizabeth Line
• 75% uplift in Google search interest for both “Advania” and “Advania IT Company” during the OOH campaign
• Paid and organic digital content to drive traffic and engagement
• Live appearances from ‘The Robot’ at events
• Targeted ABM activity with landing pages and nurture emails

Everything was designed to resonate with decision-makers in finance and insurance, using humour to humanise a serious subject.

The campaign made a memorable entrance for Advania into the UK market.

• Strong brand recall in key B2B audiences
• Positive response across digital and live activations
• Increased traction with decision-making units via ABM
• Phase two already in development, building on early success

Sometimes, a cardboard robot is the smartest move in the room. Advania showed that even in B2B, a bit of heart can go a long way.