Howard Fretten

Think about it. We do.

This was the campaign I wrote for Kaspersky after we won the business.

As we know, it’s one thing to win a global account, quite another to deliver on it.

The client wanted a big idea to work across 120 markets, an idea that would provoke people out of their inertia and an idea that would grow the category.

And we couldn’t show the threat.

Internet security is a bit like insurance – nobody really wants to buy it and you only really notice it when you haven’t got it.

I decided to focus on getting people to reconsider how protected they really were.

Which is how I ended up with the line ‘Think About It. We do’

It turned out to be a classic big idea, stretching across all media from print and posters to TV and digital.