Global leader in digital security to champion innovation and empower progressive change for society through a fully integrated marketing and communications campaign.
ESET, a global leader in digital security, today announces its new branding with the tagline ‘Progress. Protected’. This new brand proposition will be supported by a fully integrated campaign executed throughout 2022. Working with creative agency SellSell and production company Knucklehead on the production and distribution of digital, video and print, ESET will celebrate progress within technology by spotlighting a number of fascinating thought leaders across a range of fields who will provide their inspiring insights on what progress in technology means to them and how it’s helping to change the world for the better.
This new brand positioning was inspired by the insight that while the power of human ideas remains the leading catalyst for the world’s progression today, progress is advanced via the connectivity provided by technology, which needs protecting. Human and technological progress is now more vulnerable than ever to attack, and ESET is positioned to protect the continued advancement of this innovation through the provision of its industry-leading security software and services.
ESET is introducing the concept of Progress. Protected in a series of high-level brand films shot by Academy Award-nominated documentary filmmaker Hubert Davies, in which leaders in science, education, innovation, and space exploration discuss progress from their specialist point of view. These thought leaders’ insights will be brought to life with powerful, bespoke illustrations created by four top-class artists: John Tomac, Jun Cen, Marcellus Hall and Bruno Mangyoku, and executed through digital and print.
Zuzana Dolan, Director of Global Strategic Marketing, said: “The world continues to move forward at pace, and technology is part of everything we do, central to the continued advancement of our society. The thinking behind our new tagline, Progress. Protected comes from our company’s ethos, which is to protect technology, which we believe means protecting progress itself. Through this new brand positioning and raising awareness of it through an integrated campaign, we hope to demonstrate ESET’s investment and passion for the technology, research and corporate responsibility initiatives that we pursue with our colleagues, customers, partners and the communities in which we operate.”
“We are incredibly proud of working with our partners at SellSell and Knucklehead, who, through a thoughtful campaign, showcased our exemplary champions of progress, Chris Hadfield, Dr Mimi Ito, Dr Ayana Elizabeth Johnson and Steven Johnson. Together, we were able to create a campaign where our champions brought to life the meaning behind our Progress. Protected tagline, and we are grateful for the collaboration and creativity of our teams,” adds Dolan.
ESET will celebrate these champions of progress in their own fields, which ESET has carefully selected as they show the power of human progress:
- Chris Hadfield, astronaut, engineer, pilot, and author of four international bestsellers– for his work promoting technological progress and innovation via collaboration and his unique perspective on our world. Read more here.
- Dr Mimi Ito, cultural anthropologist, Professor in Residence at the Humanities Research Institute at the University of California – for her research into and promotion of youth enablement in technology for a safe and progressive future.
- Dr Ayana Elizabeth Johnson, marine biologist, co-founder of the non-profit think tank Urban Ocean Lab, co-founder of the climate initiative The All We Can Save Project and co-creator of the podcast How to Save a Planet – for her work in ocean conservation and raising awareness of climate solutions to secure the future of our planet. Read more here.
- Steven Johnson, author of thirteen books focusing on the intersection of science, technology and personal experience, and host of the PBS/BBC series How We Got To Now and Extra Life – for his research into the history of transformative ideas and the role diversity plays in creating the most innovative solutions for the present and future.