IT Heroes



Our world can’t survive without IT professionals. So, why aren’t they celebrated as the heroes they truly are? This question sparked the latest campaign from software company TOPdesk.

After researching the most common IT problems, TBWA\NEBOKO designed and 3D-printed monsters to symbolize them, complete with fitting names like “The Many-Headed Request,” “Techtopus of Chaos,” and “Systemicus Malfunctius.”

But every villain needs a hero. That’s why real IT professionals were also turned into action figures, literally. Sabine, who battles a devilish number of IT requests, became Sabine the IT Savior. Thibauld, fighting an unreliable mess of IT systems, turned into Thibauld the Troubleshooter. And then there’s Marco, dealing with a classic case of service desk chaos, transformed into Marco the Service Desk Slayer.

Hampus Elfström & Inna Vartazarian, creative team at TBWA\NEBOKO say, “It’s all based on a simple tension: we can’t live without IT professionals. Still, they don’t get the recognition they deserve. We wanted to shine a spotlight on them in a way that not only entertains, but also highlights their unique skills.”

Teaming up with 5am Studios in Amsterdam, the heroes became stars in humorous films inspired by the dramatic and over-the-top style of ‘90s toy commercials. Monsters and heroes were then assembled into action-style packages and sent directly to the IT professionals, allowing them to unbox themselves.

“By turning the world into IT fans, ultimately we’ll turn IT professionals into TOPdesk fans,” says Peter Kormanyos, strategy director at TBWA\NEBOKO.

“TOPdesk is the weapon of choice for those who stop IT problems from becoming monsters by making small, continual service improvements where it matters most.” Clementine Jones, creative at TOPdesk says. “In an industry where most IT service management vendors blend in, we wanted to stand out and honor IT professionals, and what better way than by turning them into heroes?” she concludes.

This professional campaign titled 'IT Heroes ' was published in Netherlands in February, 2024. It was created for the brand: TOPdesk, by ad agency: TBWA\NEBOKO. This Film medium campaign is related to the Electronics, Technology industry and contains 3 media assets. It was submitted about 2 months ago.


TOPdesk: Jan-Bart Bij de Vaate, Naïma Lachhab, Clementine Jones, Tomas Norkunas, Suzanne Meijer

Creative agency: TBWA\NEBOKO
CCO: Darre van Dijk
(Creative) Director: Joris Philippart
Creative Team: Inna Vartazarian, Hampus Elfström
Strategy Director: Peter Kormanyos
Production company: TBWA\ MAKE
Stop motion studio: 5 AM Studios
Monster Designers: Ben Wheele, Harriet Titlow
Agency designers: Joris Groot, Iolo Wynn Cowell, Petar Stanislavov Stanchec
Business lead: Robert Volten
Account: Beatriz Lopez Camino, Eliza Garvin
Producers: Kim Wolffensperger, Oliver Nass, Anna Zellenrath
Media: OMD, Sandra Bergsma


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.