Tellabs had been pigeonholed as just another in a crowded field of voice telecommunications equipment. The company wanted to reposition its brand to be seen as a thought leader whose ideas evolved along with new technology. Slack and Company launched an integrated campaign at Supercomm, the leading telecom trade show, featuring “echo boomers” who use new communications technologies in creative and unexpected ways. The campaign was a huge success, written up in both mainstream and industry publications. In the end, 1,576 leads were generated at Supercomm. Our campaign won a BMA Pro-Comm Best of Division award and Best in Show at the BMA Tower Awards.