Even as an innovator in enterprise file-sharing and collaboration, Box had no brand awareness or differentiation in what was becoming a commodity business. We built our campaign on an insight that came from the founder. He firmly believed that you should never be limited in anything you do. No barriers. No walls. And that’s exactly what we told IT decision makers using high-profile media placements that encouraged them to break boundaries in enterprise. And so, using high-profile media placements, breaking boundaries in enterprise is exactly what we encouraged IT decision makers to do.