Defenders of Digital
Global cybersecurity brand Kaspersky moved to a new brand proposition - “Bring on the future”. To bring this new proposition to life we first had to overcome lots of negative connotations that surround cybersecurity. We wanted to deliver a much more positive brand promise the concept was to truly celebrate the selfless individuals who fight to keep the internet safe, open, free and functional with emotive, engaging storytelling.
The campaign was ‘The Defenders of Digital’. A celebration of the selfless individuals who fight to keep the internet safe, open, free and functional.
The campaign started in Mevagissey, Cornwall, a small fishing village where internet cables linking Europe to the USA emerge from the Atlantic Ocean. Installing a huge digital tower at the end of the harbour it attracted people from near and far. This unusual glowing green digital tower began to tell the stories of The Defenders of Digital. Then the campaign escalated across multiple channels in digital, social and outdoor media.
Each defender was carefully researched and selected to feature film in a short documentary style film. A small team assembled to travel and shoot mostly in the USA and Europe. It created an award winning campaign that had enormous reach and impact across multiple channels. The videos alone receiving 24.8m video views and the overall campaign winning an international Lovie award.
