No Seal, no Deal: A Joint Security Campaign Enters Round Two
Two new partners, three new executions — and a change of direction. Where the first round exposed what insecure technology fails to deliver, the second makes a recommendation: certified security technology.
Security Technology Cooperation Campaign: From Two Partners to Four
The campaign launched with BHE, the German security systems association, and VdS, a certification body for security and fire protection. They have since been joined by VDMA Sicherheitssysteme, representing more than 30 mostly mid-sized manufacturers, and interkey, the association of European security and locksmith specialists with around 300 members.
Together they cover the full chain — manufacturing, planning, installation, specialist retail — with VdS as the certifying authority that ties it together. The end tag of every execution brings all four names together.
That changes the weight of the message. “Certified or nothing” no longer comes from two partners, but from every stage of the industry.
Three New Visuals for Three New Topics
The visual logic stays: an animal as an image of false security, paired with a headline that names the gap. What’s new is the ground they cover.
- Fox — Schlauer Schutz braucht Erfahrung. (Smart protection takes experience.) Choose certified professionals.
- Gorilla — Abbruch statt Einbruch. (Demolition, not burglary.) Choose certified technology for your home.
- Crocodile — Hier beißen sich selbst die Stärksten die Zähne aus. (Even the strongest break their teeth here.) Choose certified safes.
Each visual comes as an illustration and as a 4:5 animation with sound — made for social media, but equally at home at trade fairs and in the partners’ own channels.
The argument moves with it. At the start it pushed back on a product promise: smart home is convenience, not security. Now specialist firms, certified building technology and secure storage come into play — the campaign no longer argues only against something, but for a verified chain of product, planning, installation and advice.
Conclusion: Built to Grow
The campaign was built as a system from the start, not as a one-off wave. Seal, illustration style, headline logic and animation grid are defined components with clear rules. New executions are made within them; new partners can be added without rethinking the campaign.
Which keeps it open. A fifth partner would change nothing about its form — only its reach.
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New in the end tag: VDMA Sicherheitssysteme and interkey. What began as a cooperation between two associations is now an initiative of four.