OpenText Cyber Security

Welcome to the cyber jungle. My agency was tasked with the launch of the new OpenText Cyber Security brand. A net-new business entity, part of a much larger, storied OpenText brand, famous for bringing the Oxford Dictionary to the internet. And because of the history and optimistic reputation of the parent brand, we wanted to break out of the doom and gloom, fear-based ”dark-tech” world of cyber security and disrupt the scroll with something different.

So we banked our brand launch on a new genre of influencer; the cyber-survivalist, and used them as comedic foils. Because you don’t have to go “off-grid” to avoid cyber-threats. There’s a smarter way; OpenText CyberSec. This idea created something bigger than a launch. It created a narrative world that our audience saw themselves, not their problems, in.