BlackBerry’s pioneering handheld devices invented the remote workforce.
Since losing its dominant position in that market, however, the company quietly diversified—offering government-grade mobile protection across multiple verticals. So BlackBerry recruited 1P to create an extendable campaign that would re-establish trust and reframe its 30-year legacy in secure mobility.
The “Epic” campaign combined visually stunning hero imagery in surprising settings with stories that reintroduced BlackBerry as the trusted cybersecurity company that protects everything you touch.
The media strategy included full-page ads in the New York Times and Washington Post, display ads on Wired, Business Insider, Forbes, the New York Times, and Washington Post—along with paid social media on Twitter, LinkedIn, Facebook, and Reddit.
A new visual system incorporated and refreshed BlackBerry’s iconic bullet logo as a portal to all the places where its AI-powered intelligent security gives companies the confidence to follow inspiration. Everywhere.
Success in cybersecurity is unseen. This video peels back that invisible layer to visualize disaster in a critical industry—alongside that same disaster, averted by BlackBerry MDR experts and Cylance AI, the longest-running cyber AI on Earth.
Extending the dual-layer visual theme of the video and the hero imagery from the Epic campaign, these ads tell varied stories of how BlackBerry’s AI-powered protection keeps other crucial industries safe from cybersecurity threats.
Epic. It was the name of one of the concepts First Person presented for the BlackBerry rebrand. But epic is how I would describe the entire process working with them. Epic thinking. Epic collaboration. And epic execution. And now, thanks to First Person, we’re seeing epic results.“
