SOURCE: Rational Interaction

March 10, 2014 14:48 ET

Rational Interaction Wins Top Recognition in Leader Award Category From the 2013 Summit International Awards

SEATTLE, WA--(Marketwired - Mar 10, 2014) -  Rational Interaction, a Seattle based, full-service, digital agency, received top recognition as a Leader in Emerging Media from the Summit International Awards (Summit EMA). Rational was recognized for their work on the Windows Azure's "Take Back Your Lunch Hour" video series campaign.

The Summit EMA was established to recognize contributions and leadership in the dynamic field of advertising. The judges rate entries on three levels of recognition: Visionary, Innovator, and Leadership. The 2013 Summit EMA included over a thousand entries from numerous countries, for which only the top 8% earned recognition.

In an effort to raise awareness around a Microsoft product launch for Windows Azure Infrastructure Services (IaaS), Rational Interaction developed the "Take Back Your Lunch Hour" video series. The campaign was focused on highlighting a new feature within Windows Azure, Infrastructure as a Service (IaaS). Among many benefits, the IaaS allows IT Pros and developers to save time and increase efficiency. The campaign concept highlighted this benefit by showcasing the audience saving time in variety of fun ways. The end result, developers and IT Pros have time for more strategic tasks, such as jousting battles!

Katrina Schweithelm, Art Director for the campaign had this to say, "The tech and IT professional community is extremely smart, quick, and hardworking. For these reasons it can be a real challenge to fully get inside their heads, understand their sense of humor and point of view. For the 'Tack Back Your Lunch Hour' concept, we decided to bring a more human and creative element to the lunch hour, something that can otherwise be considered very serious and dry. The jousting battle allowed us to showcase the community's creativity in an unusual way, and was incredibly fun to bring to life." 

About Rational: Rational Interaction is a leading full-service, integrated agency that provides digital, experiential, and consulting services to market leading brands worldwide. Among its many services, Rational specializes in marketing and online strategy, campaign design and execution management, and premium content design and production across digital, social and mobile channels. Rational is also considered one of the region's top cloud based development agencies. 

Founded in 2009, Rational Interaction now employs over 45 employees across its studio and consulting teams. Rational is located in the heart of Seattle's Pioneer Square. To learn more about Rational, visit

Contact Information

  • Media Contact:
    Addison Lewis
    Rational Interaction
    Content and Analytics Manager
    Email Contact