Campaign Concept
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Print & Digital Assets
The Client
A leading knowledge group
Informa is one of the world's leading international events, digital services, and academic knowledge groups. Operating across a wide range of sectors, the organisation connects specialists, businesses, and academics through conferences, exhibitions, digital platforms and research.
The BRIEF
Educating employees.
The brief was to raise employee awareness around cybersecurity — not through the usual channels of policy reminders and guidance documents, but through something genuinely disruptive. Something that would cut through the everyday noise of internal communications and make people stop, look, and actually think.
The PROCESS
Designed for impact.
We explored a number of creative directions before arriving at the concept that felt most right — and most disruptive. Behind every cyberattack, every phishing email, every data breach, there are people.
From there, the concept came together quickly. Dark portraits overlaid with bold, stark messaging: They know. The words land directly across the subjects' eyes, obscuring just enough to feel threatening while creating genuine unease.
The OUTCOME
Minimal by design. Maximum in impact.
The finished campaign is deliberately stripped back. By assigning a distinct colour to each of the six areas of cybersecurity risk, we gave employees a framework for understanding and remembering the campaign's educational content at a glance.
The brightness of the palette was a deliberate counterpoint to the darkness of the portrait work: where the portraits created unease, the colour system offered clarity.
The IMPACT
The invisible threat made impossible to ignore.
By treating cybersecurity not as an IT policy issue but as a human story, we gave the subject the emotional resonance it had always lacked in more traditional communications formats. Through this lens, employees are seen not as users of a system but as individuals who are both potential targets and the organisation's most important line of defence.
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