One of the bravest campaigns I’ve seen in a while – online security brand Kaspersky wanted to dramatise how exposed we feel without connectivity. Punchy stuff!
People don’t want nails – they want to hang their picture on a wall
Giles Edwards, Managing Director – Gasp
Getting your product known isn’t the answer. Getting it wanted is the answer.
Bill Bernbach, advertising legend
I imagine that this ad campaign tapped heavily into national pride associated with the Beijing Olympic campaign. They show (powerfully in my opinion) a nation coming together to support its heroes. They look amazing too – I’m a fan!
If everyone thinks the same way, everyone will get stuck in the same place
Scott Page, Complexity Scientist