Aloha Browser is positioned within the cybersecurity and data privacy space. Aloha’s built-in VPN and privacy mode helps keep your personal data, private. The project team set a goal to increase browser awareness and App downloads in South America, particularly Brazil, and asked us to develop creatives for an advertising campaign. We decided to focus not on the functionality of the product, but on how people have an innate desire to feel safe in their daily life interactions. While shopping online, watching videos, listening to music on the Internet, third party data is constantly collected on us, and our preferences are tracked. We may not notice this "invisible" surveillance, so we do not attach importance to it. But imagine a person spying on you with a camera in the shower, in your changing room, or during your family breakfast. Of course, we’ll all respond emphatically: "This is unacceptable." In order to understandably convey the main advantage of the browser — security — we compared online surfing with real personal moments, and showed that your personal moments are not the time to collect data. In the tone of communications, we have packaged a sense of anxiety into a humorous form in order to distinguish the brand from competitors. And the unified design of the key message helps the entire campaign to be remembered back to the core creative slogan.