Give them something to feast on.

To reach top-of-the-food-chain buyers of SecOps services—dominantly for large enterprises—Fortinet needed a strong campaign, a visual approach that gave the eyes something to feast on, and a message that was quickly digestible. And in an industry filled with detrimental challenges, it was necessary for us to find a balance between showing our empathy for the audience (without dragging them into a pit of despair). Most of the targeted accounts were already Fortinet customers, so painting them as currently insecure was problematic.

It is what it is.

Our campaign hinged on the idea that no matter what, breaches and security issues will happen. What makes the difference is how fast you respond to them. So we emphasized that outcome, ensuring that our audience understood that beefing up their teams with Fortinet’s industry-leading security team would stop the ticking clock of a breach. As fast as it happens.

Watch the clock.

This campaign was built for results, consisting of paid ads, pre-roll, a landing page, and even a direct mail piece that helped audiences keep pace with our message (literally, with a clock). The inspiration for our “clock” was derived from Fortinet brand elements, all of which our design team interprets as a representation of Fortinet’s impact and driving force to elevate and empower enterprises. Our clock is strategically placed in photos to interact with people or devices, alluding to Fortinet’s presence and ability to deliver outcomes for its customers. Other visual elements reinforced a sense of urgency—time to take action, time to protect, time to act fast.