THIS BOOK IS A WEAPON by Leo Burnett Chicago for Norton

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THIS BOOK IS A WEAPON

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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Jon Wyville
Copywriter Dave Loew, Tohru Oyasu, Molly Scanlon
Photographer James Day
Account Supervisor Antoniette Wico
Released April 2010

Credits & Description

Category: Publications
Advertiser: SYMANTEC NORTON
Product/Service: INTERNET SECURITY 2010
Agency: LEO BURNETT USA
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: LEO BURNETT USA, Chicago, USA
Chief Creative Officer: Susan Credle (Leo Burnett)
Creative Director: Dave Loew (Leo Burnett)
Creative Director: Jon Wyville (Leo Burnett)
Copywriter: Dave Loew (Leo Burnett)
Copywriter: Tohru Oyasu (Leo Burnett)
Copywriter: Molly Scanlon (Arc Worldwide)
Art Director/Illustrator: Rainer Schmidt (Leo Burnett)
Art Director/Illustrator: Chris von Ende (Leo Burnett)
Account Supervisor: Antoniette Wico (Leo Burnett)
Agency Producer: Laurie Gustafson (Leo Burnett)
Photographer: James Day (James Day Photography)
Media placement: Internal Brand Book - Norton Corporate Office - 30 April 2010

Describe the challenges and key objectives
Norton is a company with thousands of employees divided by multiple departments, specialties and disciplines like HR, Marketing and Product Development to name a few. Our challenge was to unite this diverse audience. We educated, shocked, inspired, empowered and called everyone to arms.

Describe the brief from the client
Our assignment was to communicate Norton’s new brand purpose to its employees. To do this, we gave them a weapon. It just happens to be in the form of a book. A trusted leader in security software, Norton’s new brand purpose is to protect people’s rights online. Today’s hackers are far more dangerous then they were before. They’re real criminals who don't just ruin computers. They ruin lives.

Describe how you arrived at the final design
To introduce the new brand purpose, we changed the job description of every Norton employee: They no longer work for a security software company. They fight cybercrime. And cybercrime fighters don’t need a t-shirt. Or a mug. They need a weapon. This book is their weapon. Using typography and imagery, we illustrated the magnitude of the cybercrime problem and armed them with the tools they need to fight cybercrime.

Give some indication of how successful the outcome was in the market
This book became a weapon in the hands of thousands of Norton employees in April 2010. Executives have so much passion for the power of this tool and its message that they hope to introduce it to a consumer audience, too.