Mandiant

Mandiant is a leader in dynamic cyber defense, threat intelligence, and incident response services. But so are a lot of companies. That’s why Mandiant needed an emotional rallying cry that would take them beyond the specs and tech of cybersecurity products and let the world know what they stand for.

STAY RELENTLESS

“It’s rats in New York, rain in London, delays in airports. It’s a given. If you can be hacked you will be hacked.”
— Mandiant

Google bought Mandiant not long after this campaign launched. We like to think our work had a lot to do with the 5.4 billion dollar purchase price. Then again, we like to think a lot of things. This campaign was a joint project between Doremus and Division of Labor. Thanks to Paul Hirsch former President and Creative Director of Doremus for bringing us on board.

  • The campaign came about when we were asked to help develop a creative campaign for Mandiant. They were and still are a highly regarded cybersecurity company, but they hadn’t taken the brand beyond their technical prowse and product innovation. There was no emotion in this brand that is so influential in an incredibly emotional catagory. Think about it; “you’ve been hacked.” The phrase instantly makes your blood boil and your stress level shoot up. We wanted to capture some of those visceral emotions.

    One of the former co-founders of Division of Labor was President and Creative Director at Doremus and he called to see if we wanted to work on the project. Of course, Division of Labor is an advertising agency in San Francisco that works on a variety of technology brands and B2B brands. So we got the brief and got to work.

  • The truth is, no one will stop cybercrime. No matter what you do as a company, someone in your organization will inadvertantly compromise you. And contrary to popular belief, honesty is the best course in advertising.

    Division of Labor is an advertising agency in San Francisco. And we believe that campaigns should be based on a nugget of truth. Something the viewer knows is honest and not BS. That’s what we look for when we develop campaigns.

    The fact is, every business will be hacked at some point. The only question is, how bad will the attack be? If you stay relentless and never give in, you can always stay one step ahead.

  • $5.4 million. No, we didn’t get a bonus.