Norton Design & Branding INVISIBLE CRIMINAL by Beacon Communications Tokyo

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INVISIBLE CRIMINAL

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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market Japan
Agency Beacon Communications Tokyo
Creative Director Masato Mitsudera
Copywriter Masayuki Tanaka
Producer Takahiro Yoshida, Hiromasa Tomihara, Satoshi Wada
Photographer Muga Miyahara
Account Supervisor Yoshihiro Ito
Released August 2010

Credits & Description

Category: Posters
Advertiser: SYMANTEC JAPAN
Product/Service: NORTON
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Aug 27 2010
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Entry URL: http://wonderactive.jp/award/2011/norton/integ/
Creative Director: Masato Mitsudera (beacon communications k.k.)
Senior Copywriter: Junya Eguchi (beacon communications k.k.)
Senior Art Director: Yasuo Matsubara (beacon communications k.k.)
Copywriter: Masayuki Tanaka (beacon communications k.k.)
Production Director: Takumi Kubota (beacon communications k.k.)
Senior Producer: Seiji Hosokawa (beacon communications k.k.)
Group Account Director: Yukiko Ochiai (beacon communications k.k.)
Account Supervisor: Yoshihiro Ito (beacon communications k.k.)
Producer: Takahiro Yoshida (Aoi Advertising Promotion)
Producer: Satoshi Wada (Aoi Advertising Promotion)
Producer: Hiromasa Tomihara (Aoi Advertising Promotion)
Production Manager: Kensuke Okimura (Aoi Advertising Promotion)
Photographer: Muga Miyahara
Retoucher: Takahiro Ota (NATIVE-08)
Graphic Designer: Toru Ohgane
Stylist: Tetsuro Nagase
Hair and Make: iNOMATA
Media placement: Outdoor TV Campaign - 3 Spots - Shibuya Crossing, Tokyo - 23 August 2010
Media placement: TV Campaign - 3 Spots - Japan National Ground Wave - 27 August 2010
Media placement: Website - Online - 27 August 2010
Media placement: OOH Poster - Major Train Stations, Tokyo - 30 August 2010

Describe the brief from the client
Educate Japanese consumers to the threat of cybercrimes.

Describe the challenges and key objectives
The biggest issue of generating cybercrime awareness is that it is not visible. Therefore, people are not normally aware that it could be taking place. We were challenged to create a face for this invisible terror.

Describe how you arrived at the final design
We printed copy using words full of evil intentions over the cybercriminal's face using colorless varnish.
We made these terrifying messages transparently visible and showed that the threat is always there, even though invisible.
We communicated the fact that threats can be in several forms by using different typographies for our robber, stalker and fraudster versions.

Give some indication of how successful the outcome was in the market
Our posters, placed at various touch-points, generated considerable awareness of the invisible threat of cybercrime. Consumers demonstrated their greater understanding by purchasing the product, helping Norton regain the No.1 sales position for the first time in 3 yrs. The campaign itself will also be adapted to run across Asia.