A global campaign with a brand shift: approaching the business target

A well-known and solid brand, perceived foremost as B2C that wants to break through this barrier, and be recognized and seen as the mature, innovative, and solid cybersecurity partner, perfect for large companies from any industry.

Creating a communication platform that “cuts through the bullsh*t noise” and the empty promises of the industry. How? With bold statements that only true leaders can make without fear of contradiction: if you’re looking for a 0 breach promise, Kaspersky’s not for you.

We started creating an imaginative world for our idea, with our key visuals and the video manifesto. This was the first step to bringing our concept to the audience: "Zero Bullshit" became bold lines and refined 3Ds, tailor-made for every industry.

All along the creative process, we conveyed our message to the business decision-makers: their ecosystems, those which Kaspersky guarantees to protect, could never be 100% safe, nor with its help. Because risks exist no matter what, but thanks to brand expertise, they’re kept to a minimum.

This idea, the fallibility and humanity of a cybersecurity giant, were the key to storytelling, immersive and rhythmic in the manifesto punchy and sharp in the OOH.

From the animated key visuals, each one connected  to one of the strategic pillars of the brand, we generated a 360° campaign for social media, digital platforms, print and OOH. Everything was then localized for more than 20 countries around the world.