PrivatizeMe Digital 9MM Pistol by The Republik

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9MM Pistol

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Industry Software & Multimedia Productions, SaaS
Media Digital, Interactive & Mobile
Market United States
Agency The Republik
Associate Creative Director Matt Shapiro
Creative Director Robert Shaw West
Art Director George Lauinger
Copywriter George Lauinger
Designer Robert Burke
Released May 2016

Credits & Description

Advertised brand: PrivatizeMe
Advert title(s): 9MM Pistol
Headline and copy text: No one should track your shopping habits. Now they can’t. Keep Your Private Life, Private!
Advertising Agency: The Republik, Durham, U.S.A.
Agency website:
Creative Director: Robert Shaw West
Art Director: George Lauinger
Copywriter: George Lauinger
Additional credits:
Associate Creative Director: Matt Shapiro
Designer: Robert Burke
Published: May, 2016
Short rationale:
PrivatizeMe is a browser add-on that removes cookies, making you and your web history invisible. This Twitter campaign targets seven disparate social sectors with little in common... other than a preference not to be targeted at all. They are: gun enthusiasts; porn consumers; college-or-higher-educated African Americans; people with STDs; people with personal hygiene issues; survivalists; and the LGBT.
The ads are in two formats: “You forgot...” (shopping cart), and “You fit...” (profile). “You forgot” ads were targeted to gun enthusiasts, LGBT, porn consumers and those with hygiene issues. “You fit” ads were targeted to gun enthusiasts, survivalists, those with health issues, and upper-educated African Americans.