As part of the Darktrace global advertising campaign multiple advertising creatives were produced, to generate brand awareness and recognition. These advertising creatives were implemented across multiple media touch points including, print, digital, and billboard. All advertising concepts were preceded by senior members of the board.

Darktrace’s adverts are displayed in a selection of high-end publications including but not limited to; The Wall Street Journal, The Economist, and Nikki Business. Each of these publications has its own set of print requirements which needed to be met for exporting files. These requirements included restrictions such as exporting the files with specialist colour profiles, and Limiting the amount of ‘total ink coverage’, which effected colour density in certain areas of the creative.

The Darktrace advertising campaigns are not limited to english based publications, and have been translated for use in multiple non english language publications. One of these publications, ‘Nikki Business’ is the leading business orientated publication based in Japan. The advertising creatives translated into Japanese were typeset and layout in house, with the assistance of a local Japanese marketing expert.

All advertising campaigns contained a digital element, which was represented with paid webpage adverts comprised of Bill Boards, Sky Scrapers, MPUs, and leaderboards. The ad creative had to be adapted to fit each and every placement. To accommodate some of the more obscure sizes, various creative techniques had to be used so that the core visuals of the advert could be easily consumed and understood.

For a select few of the larger advertising campaigns special website wrap advertisement was used. This was predominantly used across major business publications. The advertising positioning for these wraps was carefully considered and scaled so that it was visible across all
possible screen sizes.

Darktrace heavily used airport advertising space to showcase their campaigns. These adverts ranged in size and positioning thought various airport spaces, located around the world.

Airport advertising was not limited to static imagery. Motion variants of a selection of creatives was produced, using subtle animated elements to enhance the creatives overall appeal.