AVG Campaign



AVG is the number three Internet security company in the world, with more than 70 million users. Their competitors are bundled into the sale of a new PC, so AVG needed to create a brand voice powerful enough to break the cycle of renewal and drive consumers to actively switch to AVG.


Create a strategy that would differentiate AVG from the competition from a brand perspective. Build a big idea powerful enough to challenge the leaders who outspend AVG ten fold.

A “more human” approach to Internet security was brought to life through the establishment of hugsforhackers.org. National print and Digital targeting key business opinion formers launched the story that AVG is putting hackers out of work.


Dramatic growth in the number of US users (50MM to 85MM) and increased brand recognition.


Wired Magazine


WEB Content



Hackers need our help. They need our hugs.


Investigative Field Reporter: Grace Fielding, get to the bottom of this "Hugs" thing as she grills Dr.Chester with the "Tough questions" and even tracks down a few "Real-Life" out of work Hackers!


Meet LordExodus, PhantomOverRide, TheSamarai, CyberSiren, PunkyWorm13, Norton (The Fat Cat) and Dr. Chester!


The hackers arrive at the haven, only to be greeted by Dr. Chester..........and a "hug"


Lord Exodus and Phantom OverRide find their bedroom not so "roomy".


It's a painful group therapy session, as Dr.Chester addresses his hackers by their "REAL NAMES"...Hugs For Hackers group therapy Stripped Real Names.


It's group therapy time and the Hackers are face to face with the source of their frustrations!


Dr. Chester finds himself in a sticky situation, after Norton fails to protect him from the hackers.