ESET announces new brand positioning: Progress. Protected.

ESET has announced its new branding with the tagline ‘Progress. Protected’.

This new brand concept, according to the company, will be accompanied by a fully integrated campaign that will run into 2022. ESET will celebrate technological advancement by highlighting a number of noteworthy thinking leaders from a variety of areas through digital, video, print, and Out-of-Home (OOH) advertising.

ESET is presenting the notion of Progress. Protected in a series of high-level brand films shot by Academy Award nominated documentary director Hubert Davies, in which experts in science, education, innovation, and space exploration explain development from their professional perspectives. These thought leaders’ views will be brought to life through compelling, unique illustrations created by four top-tier artists: John Tomac, Jun Cen, Marcellus Hall, and Bruno Mangyoku, and executed across digital, print, and out-of-home advertising.

“The world continues to move forward at pace. When ESET was founded, the Internet was in its infancy. Now technology is part of everything we do and is central to the continued advancement of our society,” explains Richard Marko, CEO of ESET.

“Most of the time, technology does just what it is supposed to, but to ensure continued progress in the digital age, we need someone to question what’s going on in the background. I believe that is an important task for our company, as to protect technology means to protect progress itself,” Marko added.

“If we imagine for a moment, losing the contributions to our progress and future made by our “Champions” and other everyday heroes, it becomes clear exactly what is at stake. That is why ESET places great importance on the technology, research and corporate responsibility initiatives that we pursue with our colleagues, customers, partners and the communities in which we operate.” adds Marko.

“Through this new brand positioning, and raising awareness of it through an integrated campaign, we hope to demonstrate ESET’s investment and passion for progress through technology.”

ESET will honour these heroes of advancement in their respective disciplines, who have been hand-picked by ESET to demonstrate the potential of human progress:

• Chris Hadfield, astronaut, engineer, pilot, and author of four international bestsellers– for his work in promoting technological progress and innovation via collaboration, and his unique perspective on our world.
• Dr. Mimi Ito, cultural anthropologist, Director of the Connected Learning Lab at the University of California, Irvine – for her research into and promotion of youth enablement in technology for a safe and progressive future.
• Dr. Ayana Elizabeth Johnson, marine biologist, co-founder of the non-profit think tank Urban Ocean Lab, co-founder of the climate initiative The All We Can Save Project and co-creator of the podcast How to Save a Planet – for her work in ocean conservation and raising awareness of climate solutions to secure the future of our planet.
• Steven Johnson, author of thirteen books focusing on the intersection of science, technology and personal experience, and host of the PBS/BBC series How We Got To Now and Extra Life – for his research into the history of transformative ideas and the role diversity plays in creating the most innovative solutions for the present and future.