Tech Privacy Platform Proton Creates the Must (Not) Have Toy

Privacy-focused tech superpower Proton launches its first creative work with partner Small W•rld to promote its privacy-first cloud storage product Proton Drive. It comes at a time when parents worldwide are more sensitive than ever to big tech’s lack of regard for their children’s digital and physical safety.

The lead spot, directed by Zach Tavel and produced by Blinkink, takes inspiration from the nostalgia of '90s toy ads that Millennial parents will remember fondly before revealing the rug pull that this isn’t an ad for any ordinary toy. Nimbo is a dark cloud that represents all of the nefarious ways big tech misuses people’s data when stored with them, before offering the solution in Proton’s end-to-end encrypted secure cloud storage.

The campaign is part of a concerted global effort from Proton to build their brand across the portfolio of Proton products, which includes Proton VPN, Mail and Wallet.

The campaign will run across digital in the US and UK, as well as PR coverage and influencers. Nimbo and Proton are also poised to go into production later this year to be used as part of Proton’s customer loyalty efforts.

Michelle Riband, head of product marketing at Proton, commented, “Our goal was to wake parents up to the very real risks of trusting big tech with their family’s photos. To do that, we needed to cut through the noise, so we used the format of 90s toy ads and twisted it into something darkly satirical. What starts as playful nostalgia quickly becomes a warning about what’s really at stake. Small W•rld and Blinkink were excellent partners, bringing that vision to life with just the right mix of edgy creative and cultural relevance, while making it clear why Proton Drive is the best privacy-first choice for storing what matters most.”

Harvey Austin, managing partner at Small W•rld, added, “Young parents spend on average 22 days a year interacting with kids' media. That’s a lot of time with Bluey. This campaign attempts to hijack this lovable entertainment world to shock parents into understanding the dangers of open cloud storage.

Zach Tavel, director at Blinkink had this to say about the spot, ‘We needed to tow a fine line in a number of ways with this piece - playing with nostalgia to discuss a distinctly contemporary topic, juxtaposing a bright and sunny atmosphere with an incredibly dark subject, and most crucially, showcasing Proton's very real offering via a very satirical metaphor. To thread the needle accordingly, we developed a surreal tone that nodded at '90s toy commercials from a modern point of view, via mood, aesthetic, and techniques. The result is, ideally, a fun little fever dream about protecting your family photos via Proton. ”