DuckDuckGo Privacy Pro Ad Campaign

The Brief
I was tasked with developing the launch campaign for Privacy Pro, a new product designed to provide users with comprehensive global protection and peace of mind. The campaign needed to clearly communicate the product’s benefits, establish trust, and resonate with a broad audience while staying true to the brand’s identity.

The Creative Solution
I adopted a bold, type-driven approach centered on confident, direct copy that clearly conveyed the message and instantly connected to the brand through its core colour palette. This strong visual foundation helped establish immediate recognition and trust.

The campaign rolled out across multiple touchpoints, each designed to highlight the global protection offered by Privacy Pro. Using colloquial language and playful, approachable copy, the tone remained light and engaging — making a complex subject feel accessible and relatable to everyday users.

To reinforce the themes of safety and security, I introduced a simple yet distinctive lock illustration as a key visual. This icon interacted dynamically with the typography through smooth animations, visually embodying the product’s promise of protection and building an emotional connection with the audience.

The result was a cohesive, impactful campaign that effectively positioned Privacy Pro as a trusted, user-friendly solution in the privacy space.