When semiconductor companies began putting millions of circuits on a single chip, their designs and chip prototypes began failing repeatedly. The individual circuit cells and pathways only millionths of a meter in size (“ submicron”) were experiencing new physical interference problems.
Avant! developed a new ASIC (Application-Specific Integrated Circuit) design system specifically for these challenging “deep submicron” chips. It solved the new physical magnetic effects and timing problems. Moreover, it simplified and accelerated the design process, saving many months in critical speed-to-market. The agency had to sell the Avant! system to technology companies deeply committed to their current design systems.
Our “Think Deep” campaign boldly challenged the traditional design philosophy, successfully introducing the new design system. The company’s design technology was later challenged in a legal patent suit – but the ad campaign was unchallenged in creativity. It received the top Silicon Valley ADDY creative award in the Business/Trade Print category.