When iRobot came to us, millions of people owned Roombas, and even more had heard about them. The trouble was, people didn’t identify the iRobot brand. So to raise awareness of their brand, we turned iRobot into a verb that was both inclusive and actionable. In a global campaign, we asked the question, “I robot. Do you?” From there, we let the products do the talking. Products like the ever-popular Roomba robotic vacuum to military robots used in Afghanistan showcased this exciting, innovative brand.