Analogies for strengthening market awareness

Eric Miyeni, managing creative director of ChilliBush, says that the brief was to find a way to graphically represent T-Systems' position in its markets and represent the company's core business.

"For example, one of the billboards feature a mother board, providing the ideal analogy for the fact that T-Systems provided 75% of all of the IT and telecommunication services required for the 2006 FIFA World Cup."

T-Systems is also the main sponsor of Shoshaloza, the South African America's Cup Team.