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BlackBerry Ad Explores How Human Nature and Security Breaches Can Go Hand in Hand

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New campaign by Funworks introduces BlackBerry smarter security solutions by bringing a welcome humour to the AI-powered services

BlackBerry Ad Explores How Human Nature and Security Breaches Can Go Hand in Hand

BlackBerry wants to make sure the world knows that it is now a leader in a new category - cybersecurity.

Showcasing their innovation in enterprise security software was the goal as they looked to launch the next generation of smarter security solutions, an AI-adaptive platform that dynamically adapts security policies to protect against human mistakes and well-intentioned workarounds. When it came time to get it into the hands of Chief Information Security Officers (CISOs) and other IT people who need it the most, BlackBerry turned to creative agency Funworks.

“BlackBerry is one of the most beloved brands and now the world will know about the incredible security solutions they offer,” explains Funworks CCO Craig Mangan. “With the 'Human Nature-Proof' campaign, we showcased their solutions but through the relatable lens of the ‘well intentioned’ employee. This is a pain point that anyone in charge of their company’s security can relate to.”

The resulting campaign was designed to reach CISOs and other IT people in charge of keeping their company, its devices and its employees safe. Debuting in London during BlackBerry World Tour 2019, a multi-city cyber security event for business leaders and technology professionals, the campaign stressed humour and empathy instead of frustration and fear, to deliver a series of ads that show why BlackBerry’s newest offering is “human nature-proof.”



While the idea of security is traditionally anchored by images of shadowy figures, Funworks uncovered that the vast majority of security threats that CISOs fear come from non-malicious mistakes made by employees. It is simply human nature to figure out an easier way to try and do something, but sometimes that comes with a price. As a result, the spot and visuals act as confessionals to bad security hygiene and the inevitable, showing how employees fall victim to all-too-relatable security breaches that could follow. Each admission demonstrates why AI-driven security products are vital to helping preparing companies stay secure while also maintaining productivity.

Like much of their work, the campaign was conceptualised through a Funworkshop, the agency’s improv-inspired process that champions open conversation and collaboration toward quickly generating engaging concepts, strategies and content. Bringing together comedians, marketers, CISOs and consumers, the group shined a light on the downsides of living with “dumb” security solutions, bringing out the surprising humanity of AI-driven security in the process.

“People tend to think about security as a dark web, filled with unknown and impervious people who come into a system and attack,” Mangan continues. “In reality, it became really clear in the Funworkshop that this is really a human problem. It gave everyone in the room a lot of empathy and allowed us to address the issues with wit and charm.”

Ultimately, the work provided a welcome change, presenting security as a sometimes funny but earnest collaboration between CISOs, employees and the artificially intelligent tools designed to keep our companies safe. “This campaign tapped into the real emotion, pain and problems that CISOs are all dealing with rather than just highlighting features,” says Funworks CEO Paul Charney. “Too many times, companies fall into the trap of focusing on a product innovation, but without any real emotional truth connected to it. I think this work does that in amazing ways; with a message that the category hasn’t really seen before. It’s a project that makes me extremely proud.”

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Client

Advertiser: BlackBerry

Corporate Marketing: Jackie Harley

CD: Thinh Tran

Creative Agency

Agency: Funworks

Chief Creativity Architect: Kenny White

CCO: Craig Mangan

Copywriter: Quentin Shuldiner

Art Director: Maggie Bradshaw

EP: Ashley Henderson

Producer: Ben Evangelista

AD: Nicole Dongara

AE: Corinne Santoro

Prod Co: Lucky21

EP: John Gilliland

Director: Rob Pritts

DOP: Andrew Hajek

Producer: Jay Breaux

Editorial/Finish: HutchCo

Editor: Austin Hickman-Fain

Executive Producer: Jane Hutchins

Color: Jonathan McPheeters

Music & Sound: Human, “Gimme Upload”

Genres: Dialogue, People, Comedy

Categories: Consumer Electronics, Phones

Lore, Wed, 23 Oct 2019 07:30:06 GMT