October 16th, 2025
We’re thrilled to share we’ve been shortlisted in four B2B categories at the 2025 Drum Awards for our standout work with Palo Alto Networks and OutSystems Cybersecurity.
The Drum Awards celebrate the marketing ideas that spark change — honoring the most effective, creative, and forward-thinking campaigns from around the world. Judged by global industry leaders, this year’s program showcases work that turns “What if?” into “What’s next?” across every sector, channel, and discipline.
Nominated Work
Outspent but Not Outplayed: PANW’s Demand Gen Transformation – Palo Alto Networks
Palo Alto Networks was being outspent two-to-one by rivals, leaving its demand engine overloaded with low-quality leads and conversions stuck at 1.65%. The fix wasn’t more spend — it was a smarter model. Together with Just Global, PANW retired low-value content syndication and rebuilt demand gen around intent data, agile creative, and a sharper media mix. Messaging shifted from technical features to clear, transformative stories, brought to life across channels from LinkedIn and programmatic to Spotify and CTV. The impact was immediate. Conversions jumped to 14.1%, cost-per-opportunity fell by a third, and the program delivered more than $400M in pipeline at 400% ROI.
Retargeting alone generated two-thirds of MQLs. Beyond the numbers, the campaign rewired PANW’s approach to marketing worldwide. What was once a volume-driven lead machine is now a precision growth engine — scalable, repeatable, and built for sustainable success.
This Is Precision AI – Palo Alto Networks
Palo Alto Networks set out to lead, not follow, in a cybersecurity landscape flooded with AI promises. “This Is Precision AI” was a media-led campaign designed to cut through the noise, educate a time-poor C-suite audience, and make Precision AI™ synonymous with intelligent, enterprise-grade protection. Just Global architected a phased, multi-channel strategy that went beyond traditional B2B tactics. We activated across CTV, programmatic, social, native editorial, out of home, and even launched a drone show above San Francisco. Each media burst was timed to match decision-making cycles, product news, and key moments like RSA and Black Hat. A major innovation was the integration of high-prestige editorial placements into programmatic environments through The Trade Desk. This allowed us to combine premium content with surgical audience targeting.
Social channels served as connective tissue, keeping the brand present throughout the buyer journey. The impact was undeniable: -792 million impressions -65% increase in aided awareness -189% lift in form fills from CTV viewers -427 million video views with a 98% completion rate -9% boost in brand consideration after Bloomberg exposure This campaign didn’t just perform. It redefined how media can shape perception, drive intent, and create a competitive moat for one of the most important brands in cybersecurity.
Braving the Cyber Wilds – OpenText Cybersecurity
Categories: B2B: Most Creative Content & B2B: Technology
How do you market cybersecurity without relying on fear? OpenText Cybersecurity and Just Global set out to rewrite the script. In a sector crowded with scare tactics and technical jargon, the campaign ‘Braving the Cyber Wilds’ chose satire, cinematic storytelling, and influencer culture to reframe the cybersecurity conversation, targeted at time-poor SMB decision-makers across North America and EMEA. At the heart of the campaign were three fictional business owners who took absurd measures to protect their data. One went off-grid in the jungle, another froze themselves in the Arctic, while a third climbed a mountain.
These characters humorously illustrated the industry’s tendency toward overcomplication, and positioned OpenText’s unified platform as the smart, simple alternative. Styled in the vein of TikTok and LinkedIn vlogs, but produced using Unreal Engine, Midjourney AI, and green screen VFX, the campaign fused lo-fi authenticity with cinematic polish. Distributed across CTV, social, and digital channels, the content was bold and impossible to ignore. And it worked. Video views and completion rates that exceeded industry benchmarks. A 4× lift in engagement. MQLs exceeded target by 28%. Inbound inquiries surpassed expectations by 40%. Most importantly, OpenText moved from legacy provider to innovative partner. ‘Braving the Cyber Wilds’ is proof that B2B can be as brave, funny, and visually ambitious as anything in consumer marketing. And it’s a campaign that shows cybersecurity doesn’t have to scare to succeed.
Read more about this campaign here to see how we brought the Cybersurvivalists to life from concept to execution.
Winners will be announced during The Drum Awards Festival, taking place November 17 to 20, 2025. We’re proud to be recognized alongside some of the best in the business, and even prouder of the teams and clients who brought this work to life. Stay tuned!
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