rf IDEAS Campaign

Access control has evolved. As security threats evolve and expand, proximity cards — the longtime security standard — could be stolen or cloned easily, leaving organizations vulnerable. Rf IDEAS, a logical access control provider, needed a campaign to challenge IT & security leaders to act, moving this issue up their priority list. Despite still supporting prox cards, rf IDEAS wanted to move customers and prospects to stronger alternatives, like mobile credentials or smart cards. In order to stand out from competitors who avoided taking a hard stance, we recommended rf IDEAS level up their boldness, asking leaders what was more damaging: the cost of an upgrade or the cost of a cyber attack?

As creative director, I led a team in developing a campaign that framed prox cards as a “criminal accessory,” an active threat to organizations and tool for cybercriminals. The campaign was designed to scale across industries, bringing the cards' risks to the forefront for industries where security is paramount.

The campaign resonated with rf IDEAS leaders, who noted that they “love the tone,” and extended this campaign theme across paid, long-form content, and conference activations.