Challenge

Malwarebytes needed a bold brand campaign that could break through a crowded security landscape, boost awareness with consumers and <500 SMBs, clarify what the product actually does, and drive traffic to key .com pages. And it had to feel modern and cool, while motivating real actions like “Take the Challenge” and free downloads.

Solution

We explored three distinct campaign platforms to showcase the power and relevance of Malwarebytes 4.0, then refined down to two high-potential directions:

1. Small but Mighty

A metaphor-first concept proving the small file size benefit packs surprising strength.

2. Get With the Times

• A culturally sharp, headline-first platform rooted in internet behavior and current meme culture.

“Get With the Times” emerged as the strongest direction thanks to its flexibility, humor, and ability to evolve with trends. The final creative established a refreshed brand personality—confident, contemporary, and instantly recognizable across banners, web, and OOH.

Results

• “Get With the Times” selected as the lead campaign for long-term creative potential

• Clear, modern brand voice that stood out in the category

• Highly adaptable system across animated, web, and OOH formats

• Sharper storytelling for both consumer and <500 SMB audiences, supporting stronger engagement and traffic

• Structured for year-long longevity, allowing rapid creative updates as new memes appeared.

A campaign that finally gave Malwarebytes the cultural edge—and clarity—it needed.