SonicWall "Fear Less” Campaign

Creative Direction, Copy, Concept, Illustration, Production

Agency: Imaginuity // Role: Executive Creative Director

At Imaginuity, we were tasked to help SonicWall, a corporate firewall provider, create a disruptive brand launch and positioning to move the needle after the company was spun out of Dell. Although SonicWall firewalls where installed in most Dell computers, the brand had little marketing support, equity, or marketplace awareness.

After SonicWall’s purchase by Francisco Partners, Imaginuity was hired to relaunch the brand, establish leadership in the mid-market segment where SonicWall was strongest, and begin to delve into the larger enterprise market segment dominated by more established brands like Cisco, Fortinet and Palo Alto Networks.

A New Approach to Fear

To counter the stereotypical fear-inducing images of hooded criminals hacking computer systems in dark rooms — which we found in most of SonicWall’s competitor messaging, we took the route of empowering our customers to “Fear Less”. While competitors in the vertical encouraged the pervasive fear of significant risk, we empowered customers with courage and confidence. No matter the ransomware, email phishing attacks, and malware threats, SonicWall would be the powerful guardian that emboldened customers to fear less.