Using comedy for confidence
Blackberry
Challenge
The cybersecurity market is crowded with fear-based messaging about hackers and external threats. BlackBerry needed to break through with a simple truth that actually resonated with CISOs.
Big Idea
We talked to CISOs and discovered the insight hiding in plain sight: 95% said their biggest security threat wasn't hackers—it was their own employees making human mistakes. So we built "Human Nature Proof", a campaign that shifted focus from scary external threats to relatable human error. Made security about empathy, not adversaries.
Results
Lead generation up 18%
Pipeline growth up 12%
Transformed the security conversation from fear to understanding
