CISCO SECURITY

If It’s Connected, It’s Protected

A person with long, flowing hair is dancing indoors, wearing a geometric-patterned scarf over a grey outfit. The background features tall, arched windows and diffused lighting, casting a serene glow. In the distance, another person holds a bright object.
  • Concept
  • Copywriting
  • Creative Ideation
  • Story

Every device that’s connected to the internet is an opportunity for hackers. Should they succeed in breaching any single endpoint… everything else grinds to a screeching halt. All of it. Wreaking havoc on businesses or, even worse, entire economies.

A person with long, flowing hair is dancing indoors, wearing a geometric-patterned scarf over a grey outfit. The background features tall, arched windows and diffused lighting, casting a serene glow. In the distance, another person holds a bright object.
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A child in a denim jacket and yellow hoodie spills a liquid substance while holding a glass, leaning forward with an extended arm. In the blurred background of what seems to be a classroom or similar space a poster hangs on the wall.
Two people in an industrial setting, engaged in conversation. One has curly hair and is gesturing animatedly. The other, with a short platinum-blonde hairstyle, listens attentively. The background features machinery, workstations, and dim lighting.
A person wearing a dark shirt is taking a selfie in a cozy living room. Next to them, an orange cat in a brown harness is playfully leaping. The background features a well-lit room with a large window, bookshelves, and children’s drawings.

And just how far out can a hack reach? This 3D board in Times Square answers the question.

Digital billboards light up Times Square with colorful advertisements on towering skyscrapers. Prominent among them is a large screen showcasing a Cisco ad featuring a satellite in space. Various other ads including Taco Bell and Paramount are also visible.
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This campaign, produced in partnership with Cisco’s Hatch and BETC, really hit home with our target – CIOs and CISOs who are responsible for stopping hackers in the tracks. It helped to shift perceptions of Cisco from just a networking company to a superior cybersecurity partner. It increased global familiarity of Cisco’s security portfolio by 5%, exceeding our goal of 4% in only two quarters. It moved Cisco from 3rd to 2nd place in competitive rankings, only 4 points behind the category’s familiarity leader, Microsoft. And, on the success of this campaign, Cisco has made “If it’’s connected, it’s protected” the positioning statement for the entire company.

A black screen with a red text message in the center that reads "You have been breached," the letters flickering convey a sense of alarm or warning.
A computer screen displays a coding environment with lines of HTML and JavaScript code. Some lines are highlighted, and there are text input elements on the page. The screen has a dark theme with white and red text.