When a leader in HVAC systems uncovered a new application for an established technology, it was important to capitalize on the big idea in a big way. Aztec—the brand that had pioneered evaporative cooling—cools data centers to industry standards while achieving the desired PUE, as it consumes less energy than traditional methods. Leveraging the strategy of putting more energy into your business and not the systems that support it, LSHD developed a series of ads that engage IT facility professionals with bold visuals and headlines, while honing in on the key benefits they are looking for.