TOPdesk IT Heroes

In a world heavily reliant on technology, the unsung heroes who keep our systems running smoothly often go unnoticed. Imagine a day without your email, your computer crashing during an important presentation, or your network suddenly going down. These are the nightmares that IT professionals face daily, and yet, they rarely receive the recognition they deserve.
But one software company, TOPdesk, decided to change that narrative. Recognizing the crucial role that IT professionals play in our daily lives, TOPdesk launched a groundbreaking campaign to celebrate these unsung heroes.
The campaign, aptly titled “IT Heroes,” was born out of a simple yet powerful question: why aren’t IT professionals celebrated as the heroes they truly are? To address this, TOPdesk collaborated with the creative minds at TBWA\NEBOKO to develop a unique and memorable campaign that would shine a spotlight on the invaluable work of IT professionals.
The first step was to identify the most common IT problems faced by professionals in the field. From system malfunctions to never-ending request queues, these challenges were transformed into larger-than-life monsters, complete with quirky names like “The Many-Headed Request” and “Techtopus of Chaos.” These monsters became the central focus of the campaign, symbolizing the everyday struggles of IT professionals.
But every hero needs a villain to conquer, and that’s where the real IT professionals came in. Sabine, Thibauld, Marco, and others were transformed into action figures, each with their unique superhero persona. Sabine became “Sabine the IT Savior,” battling a relentless onslaught of IT requests, while Thibauld took on the persona of “Thibauld the Troubleshooter,” fighting against the chaos of unreliable IT systems. And then there’s Marco, known as “Marco the Service Desk Slayer,” tackling the mayhem of service desk chaos head-on.
To bring these heroes to life, TOPdesk partnered with 5am Studios in Amsterdam to create humorous and entertaining films inspired by the nostalgic style of ’90s toy commercials. These films showcased the epic battles between IT professionals and their monstrous adversaries, highlighting the unique skills and resilience of these unsung heroes.
But the campaign didn’t stop there. TOPdesk went a step further by packaging these action figures and monsters into custom-designed boxes and sending them directly to IT professionals, allowing them to unbox themselves and join the fight against IT chaos.
The goal of the campaign was not only to entertain but also to raise awareness and appreciation for the vital work of IT professionals. By celebrating these unsung heroes in a fun and engaging way, TOPdesk aimed to foster a deeper connection with its audience and position itself as the go-to solution for IT service management.
As Clementine Jones, creative at TOPdesk, explains, “In an industry where most IT service management vendors blend in, we wanted to stand out and honor IT professionals, and what better way than by turning them into heroes?”
So, the next time your computer crashes or your network goes down, remember the real heroes behind the scenes—Sabine, Thibauld, Marco, and countless others—who work tirelessly to keep our digital world running smoothly. And thanks to TOPdesk, these IT professionals are finally getting the recognition they deserve.