OpenText - Just Global | B2B Marketing Agency

Don’t go to extremes

A wildly creative cyber security brand campaign

Overview

OpenText, a global leader in enterprise information management, turned to Just Global for our creative expertise to launch their new sub-brand, OpenText Cybersecurity—a powerful suite of trusted cybersecurity tools designed to protect everyone from SMBs to large enterprises. Following a series of key acquisitions, they needed an unforgettable go-to-market campaign that would boldly disrupt the digital landscape and position them as a force in the cybersecurity space.

Objectives

We set out to prove that OpenText Cybersecurity offers the perfect-fit suite for small, mid-market, and partner businesses—built from trusted, well-loved brands—all while delivering a bold, maverick tone that stands out in the cybersecurity space. Our core message was powerful and clear: OpenText Cybersecurity is the smarter way to stay protected, enabling businesses to grow confidently without ever compromising on security.

Execution

Enter the Cybersurvivalists campaign—a humorous, video- and social-first initiative set in the rugged wilds and deserts, designed to break free from the monotony of traditional B2B cybersecurity marketing. We handled everything from writing the ads and scripts to casting the actors and producing the content in Los Angeles, using in-camera VFX on green screen to create stunning, high-quality environments that brought the concept to life.

How it came to life

At the heart of the campaign is the story of everyday—though hilariously misinformed—people going to absurd lengths to escape cyberthreats, positioning OpenText Cybersecurity as the smarter, simpler alternative. We introduced three fictional ‘Cybersurvivalist’ influencers, each on a misguided mission to protect their businesses and educate their followers with outlandish, self-declared “breakthroughs.” Their journeys took them to the ends of the earth—from arctic wastelands to dense jungles—all ultimately ending in failure and underscoring the ease and intelligence of choosing OpenText Cybersecurity instead. The campaign featured three core video spots supported by a suite of static and HTML display ads tailored to each character, establishing the brand as a bold, disruptive presence in a traditionally serious market—infused with a strong voice and a welcome dose of humor.

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