Cylance, recently acquired by BlackBerry, was a name no one recognized (or could even pronounce)

In an industry dominated by tech behemoths, like IBM and Dell, we needed to convince CEOs to choose a cybersecurity company they'd never heard of. Cylance had a name that had an unclear pronunciation, tough for brand recognition and recall. Not to mention that billions of dollars and many C-suite reputations were on the line.

We launched a multi-channel campaign (out of home, print, digital, radio, and experiential) that used the word "silence," as a mnemonic device to reinforce the brand recognition and as a synonym for what Cylance does—quell malware attacks.