Pure Storage are the industry leaders in flash storage technology. The obvious choice for those in the know, but there are many pretenders to the crown out there too. The LogicLogicMagic® approach: 'Resist impure thoughts' was a DM & social campaign aimed at the channel audience, designed to reinforce Pure's market-leading position; whilst also depositioning the rest of the flash storage category as somehow 'inferior' or impure. Imagery was chosen to be unexpected for the technology category, with the copy creating the logical link back to Pure Storage product portfolio.