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B&D activates Kaspersky Lab and PIXELS: The Movie partnership with animation

Tuesday September 1, 2015 at 10:03am
Brand & Deliver has created a 30-second animation for cybersecurity software brand Kaspersky Lab to activate its partnership with Sony Pictures’ PIXELS: The Movie, which recently launched in UK cinemas. Having secured the partnership, Brand & Deliver was briefed to utilise the PIXELS theme and footage to promote the Kaspersky Lab brand. PIXELS: The Movie stars Adam Sandler, Kevin James, and Michelle Monaghan in a battle against intergalactic aliens who are attacking the Earth using video games such as PAC-MAN and Space Invaders as the models for their assaults. B&D focused on the theme of a digital threat and developed a narrative depicting a technology end user doing battle with a rampaging virus, represented by the PIXELS characters. The film is fully animated using 2D style graphics and flat PIXELS character imagery interspersed with 10 seconds of live action video clips from the movie. The film has been cut down to 5-second pre-rolls and translated into a number of different languages for seeding on YouTube and social networking sites in eight markets across Europe. Kaspersky Lab is one of the world’s fastest-growing cybersecurity companies, operating in 200 countries and territories, helping business and consumers alike. Kaspersky Lab’s Global Research and Analysis Team (GReAT), an elite group of leading security experts operating globally, has in recent years been behind the discovery and dissection of some of the worlds world’s most sophisticated threats, including Flame and miniFlame, Gauss, RedOctober, Careto/The Mask, Darkhotel and Regin. Rob Pratt, Design Director at Brand & Deliver, says: “The theme of a digital threat gave us a creative framework to develop a narrative about a cyber-attack by PIXELS characters. We edited real footage from the film into the animation and applied sound design in-house, which played an important role in establishing the scene, character involvement and maintaining interest and excitement throughout.” Aldo Del Bo, Marketing Director, Europe at Kaspersky Lab, adds: “This is the perfect partnership for us, bringing cyber-threats to life using retro video game characters and reinforcing the message that users can rely on our software to eliminate threats.” Brand & Deliver is a full service creative marketing agency delivering experiential, digital, film, design, partnerships/promotions and marketing to a range of clients from blue chips to start ups, including Samsung, Universal, IMG (Fashion Week), Ferrari, Sony Pictures, Three and HS2.
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