The global European leader in the cybersecurity market promotes innovation and continuous renewal of society with a fully integrated marketing and communications campaign
ESET, a global European leader in the cybersecurity market, announces its new branding with the claim ‘Progress. Protected’. The new brand will be supported by a fully integrated campaign that will run throughout 2022. With digital, video, print and OOH (Out-of-Home) advertising, ESET will celebrate progress in technology through the voices of leading names across industries, who will express their inspiring thoughts on what progress in technology means to them and how this is helping to change the world we live in for the better.
The rebranding was inspired by the intuition that although the power of human ideas remains the main source of progress, its advancement occurs thanks to the connectivity that technology provides, which needs protection. Human and technological progress are now more vulnerable to attacks than ever, and ESET is at the forefront of protecting against them by developing industry-leading software and services.
ESET introduces the concept of Progress. Protected in a series of high-end brand videos shot by Oscar-nominated documentarian Hubert Davies, in which leading names in science, education, innovation and space exploration discuss progress from their professional perspectives.
The insights of these thought leaders will be represented through powerful, bespoke illustrations created by four top-tier artists: John Tomac, Jun Cen, Marcellus Hall and Bruno Mangyoku, and showcased across digital, print and OOH advertising.
ESET will celebrate these testimonials that fully represent the value of human progress:
– Chris Hadfield, astronaut, engineer, pilot and author of four international bestsellers – for his commitment to advancing technological progress and innovation through collaboration and his unique perspective on our world.
– Dr. Mimi Ito, cultural anthropologist, Director of the Connected Learning Lab at the University of California, Irvine – for her research and advocacy on empowering young people in technology for a safe and advanced future.
– Dr. Ayana Elizabeth Johnson, marine biologist, co-founder of the nonprofit think tank Urban Ocean Lab, co-founder of the climate initiative The All We Can Save Project, and co-creator of the podcast How to Save a Planet – for her work in ocean conservation and raising awareness of climate solutions to secure the future of our planet.
– Steven Johnson, author of thirteen books focused on the intersection of science, technology, and personal experience, and host of the American Innovations podcast – for his research on the history of breakthrough ideas and the role diversity plays in creating the most innovative solutions for the present and future.
"The world is moving forward in leaps and bounds. When ESET was founded, the Internet was in its infancy. Now technology is part of everything we do and is central to the continued progress of our company," explains Richard Marko, CEO of ESET. "Usually, technology does just what it's supposed to do, but to ensure the continuity of progress in the digital age, we need someone to question what's going on in the background. I believe this is an important task for our company, because protecting technology means protecting progress itself."
"If we imagine for a moment losing the contributions to progress and the future that come from our 'Champions' and other everyday heroes, it becomes clear exactly what is at stake. This is why at ESET we attach great importance to the technology, research and corporate responsibility initiatives we carry out with colleagues, customers, partners and the communities in which we operate" adds Marko. “Through this new brand positioning, and by raising awareness through an integrated campaign, we want to convey ESET's commitment and passion for progress through technology.”
