Kingston Technology, the no.1 memory brand in the world, wanted to continue the impact of the ‘It’s my Space’ campaign. So, we created another 360° campaign - ‘I can’, which was coined on the insight that when one has trust in someone their own self-confidence gets a boost. We chose self-confidence as the key message to engage and involve the target audience. This creative expression was taken forward using various situations that the target audience would easily identify with. Each ad was dedicated to a specific memory product and the products were shown in their full glory.