The Customer Is Always Human

‘The Customer Is Always Human’ is a global brand campaign that takes a fresh and emotive perspective on the crowded customer service industry. With competitors focused solely on product features, the campaign positions Zendesk’s bleeding-edge AI technology differently: how with every interaction, Zendesk puts the human experience first.

The campaign is anchored with a 60-second anthem spot, that tells the story of the message through three hero characters from around the world – with additional cutdowns for placement across streaming TV and other video platforms. They’re backed up by product-specific spots, told through different customer stories that focus on Zendesk AI features and benefits.

Rollout includes a global OOH campaign, with high traffic placements targetting the key San Francisco market. ‘The customer is always human’ positions Zendesk differently against the myriad tech and AI billboards on the Bay Bridge approach and 101 freeway.  

Messaging leans on the overarching campaign narrative and how Zendesk is building the tools to make CX better for all humans. Additional billboards and DOOH placements span Europe, Asia and Latin America – with transcreated content to best fit each local market.

Creative Leads: Erin Pinkley, Ethan Kanat, Sam Bathe
Producer: Beryl Baker
Creative Agency: Ogilvy
Films Directed By: Janssen Powers
Production Company: Farm League