PROTON DRIVE | NIMBO CLOUD
The Must (Not) Have Toy
To dramatize the importance of data privacy, we created a real cloud plushie called Nimbo – a satirical '90s-style toy that no parent would want.
He’s a dark cloud that symbolizes the nefarious and unsafe ways in which big tech can misuse your data. Using dark humor we created a campaign
that highlighted he risks of entrusting precious and personal family memories to those big, unreliable tech giants. By parodying nostalgic toy ads,
the campaign targeted parents while emphasizing Proton Drive's commitment to secure, end-to-end encrypted storage for all family memories.
Agency: Small World | CDs: Hollie Fraser + Emily Tolley | Strategy: Dan Salkey | Director: Zach Tavel
To dramatize the importance of data privacy, we created a real cloud plushie called Nimbo – a satirical '90s-style toy that no parent would want.
He’s a dark cloud that symbolizes the nefarious and unsafe ways in which big tech can misuse your data. Using dark humor we created a campaign
that highlighted he risks of entrusting precious and personal family memories to those big, unreliable tech giants. By parodying nostalgic toy ads,
the campaign targeted parents while emphasizing Proton Drive's commitment to secure, end-to-end encrypted storage for all family memories.
Agency: Small World | CDs: Hollie Fraser + Emily Tolley | Strategy: Dan Salkey | Director: Zach Tavel
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