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Launching Dustin in a new international market

Integrated campaign introducing a Swedish IT supplier to the Netherlands
“The new guy from IT”: a simple way to make an unknown brand instantly familiar
Making a new brand easy to understand

Entering a new market meant introducing Dustin to an audience with no prior awareness.

Rather than explaining products and services, we focused on how people actually experience IT support in everyday work life.

By framing Dustin as “the new guy from IT”, the brand was positioned as a familiar role. Someone who fixes things, recommends what to get, and keeps everything running smoothly.

One idea across all channels

The concept was built around a simple, repeatable dialogue between colleagues:

“– Who sorted this?”
“– Dustin.”
“– Dustin?”
“– Yeah! The new guy from IT.”

This format was adapted across film, outdoor, print and audio, allowing the campaign to stay consistent while working naturally in each channel.

Role and contribution

Art Director as part of the creative team, contributing to concept development and responsible for execution.

Directed film production and developed visual output across print and motion, ensuring a consistent expression of the idea across all touchpoints.

Result

Launch was a success and Dustin is now a fully integrated part of dutch it supplies. The Netherlands is part of Dustin’s Benelux region, contributing to a business generating over 20 billion SEK annually across Europe.

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