AVAST OUTSMART THREATS
To launch Avast's new Intelligent Scam Detection feature, we did not start in English. We designed the entire creative strategy for native French and German markets first, strategically prioritizing where our users are. Creatively, we took insights from everyday people who are relentlessly confronted with scams—scams that are harder to spot than ever before. That feeling of invasion, bombardment, and being trapped in a digital game is an inherently human frustration that drove the entire campaign.