The campaign “Burning Question, Everyone to the Defense” by Forcepoint, launched in 2017, positions the brand as a critical partner in cybersecurity by emphasizing a human-centric approach to defense. The core proposition is that the most effective cyber defense does not solely rely on technology or automated systems but hinges on empowering employees as the first and most reliable line of protection against cyber threats. Forcepoint suggests that Chief Information Security Officers (CISOs) should shift their focus inward, cultivating awareness and resilience among their workforce to enhance organizational security.
Strategically, the campaign leverages a key industry insight that despite advancements in cybersecurity tools, human behavior remains the most vulnerable and yet most underutilized factor in a company’s defense strategy. The creative angle addresses this by posing a direct, thought-provoking question to CISOs: “Where do I look next to find the best cyber defense?” This positions Forcepoint’s solution as not just a technology provider but as a strategic advisor advocating for a culture of security awareness. Targeting professionals responsible for cybersecurity strategy within businesses, the campaign blends professional services with a visually engaging VFX genre, aiming to capture attention through dynamic storytelling that underscores the importance of employee engagement in cyber defense. The campaign’s relatively modest digital footprint suggests a focused, niche approach rather than broad mass-market reach, aligning with the specialized nature of its target audience within the internet and technology space.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign, titled “Burning Question,” uses the concept of a "burning" question faced by CISOs to symbolize the ongoing challenge in cybersecurity: figuring out where to focus defense efforts next. The language indicates a VFX-heavy execution, likely employing visual metaphors instead of literal threats, to dramatize the vulnerability and dilemmas CISOs experience. Rather than showing actual cyberattacks or literal office defenses, it frames the problem through symbolic or exaggerated representation, leading to the solution—Forcepoint—by visual analogy.
1. Palo Alto Networks – Positioned as a cybersecurity leader offering comprehensive, integrated security platforms that combine advanced threat intelligence with AI-driven automation to protect cloud, network, and endpoints, emphasizing proactive, predictive defense for enterprises of all sizes.
2. Symantec (Broadcom) – Known for its broad suite of cybersecurity solutions, Symantec leverages its long-standing reputation in threat detection, data loss prevention, and endpoint security, focusing on enterprise-grade protection bolstered by AI and machine learning insights.
3. McAfee – Focuses on delivering integrated cybersecurity solutions with an emphasis on cloud security, threat intelligence, and unified management for businesses and consumers alike, promoting robust, scalable protection through a user-friendly approach.
4. CrowdStrike – Differentiates itself with cloud-native endpoint protection, utilizing AI and real-time threat intelligence to provide rapid detection and response, targeting organizations seeking agile, scalable solutions to combat sophisticated cyber threats.
5. Check Point Software Technologies – Specializes in comprehensive cybersecurity solutions, including firewalls and threat prevention, highlighting strong integration capabilities, centralized management, and a focus on preventing attacks through advanced threat intelligence and innovation.
Q: What is Burning Question, Everyone to the Defense about?
A: Burning Question, Everyone to the Defense is a professional film campaign launched in the United States in 2017 for Forcepoint by the agency Mechanica. Targeting the Professional Services industry, the campaign addresses the critical challenge faced by Chief Information Security Officers (CISOs): determining where to focus cyber defense efforts. Through two media assets, the campaign positions employees as the frontline in cybersecurity, advocating for a shift from purely technological solutions to a human-centric approach. The work leverages compelling visual storytelling to engage a professional audience and reinforce Forcepoint’s commitment to innovative, employee-driven security strategies.
Q: What creative device does Burning Question, Everyone to the Defense use?
A: Burning Question, Everyone to the Defense employs the FORMAT#3 SYMBOLIZE THE PROBLEM creative technique, as classified by Clapboard’s 12-format taxonomy. Rather than depicting literal cyber threats or office defenses, the campaign uses symbolic and VFX-driven visual metaphors to dramatize the ongoing dilemma faced by CISOs. By representing the challenge as a “burning question,” the creative execution heightens the sense of urgency and vulnerability, guiding viewers toward the solution—Forcepoint—through analogy rather than direct representation. This approach allows the campaign to communicate complex cybersecurity issues in a visually engaging and memorable way.
Q: What is the campaign proposition for Burning Question, Everyone to the Defense?
A: The campaign proposition for Burning Question, Everyone to the Defense centers on Forcepoint’s belief that the most effective cyber defense strategy is rooted in empowering employees, not just deploying advanced technology. Aimed at CISOs and cybersecurity leaders within the Professional Services sector, the campaign asserts that human behavior is both the greatest vulnerability and the most underutilized asset in organizational security. By encouraging CISOs to cultivate security awareness and resilience among staff, Forcepoint positions itself as a strategic advisor and partner, advocating for a culture of proactive, human-driven defense in an increasingly complex digital landscape.
Q: How does Burning Question, Everyone to the Defense rank in Clapboard's archive?
A: Burning Question, Everyone to the Defense holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial team.
Q: Who are the competitors in Forcepoint's category?
A: In the cybersecurity sector, Forcepoint competes with several major players. Palo Alto Networks is recognized for its integrated security platforms and AI-driven automation, offering proactive defense across cloud and network environments. Symantec, now part of Broadcom, leverages its legacy in threat detection and data loss prevention to deliver enterprise-grade protection. McAfee emphasizes integrated, user-friendly solutions with a focus on cloud security and unified management. CrowdStrike stands out for its cloud-native endpoint protection and real-time threat intelligence, appealing to organizations seeking agile responses. Check Point Software Technologies is known for comprehensive solutions and centralized management, prioritizing advanced threat prevention and integration capabilities.
.webp)
