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BHE / VdS – Communication campaign

New communication campaign for BHE and VdS

New communication campaign for BHE and VdS

Communication campaign for BHE and VdS

Initial situation

The communication campaign for BHE and VdS, officially titled “No Seal, no Deal”, was launched in 2024 by VdS Schadenverhütung GmbH (VdS) and the BHE Bundesverband Sicherheitstechnik (BHE). In an increasingly digital world where security technology matters more and more, many households rely on smart devices that often fall short of the required security standards. The campaign sets out to highlight the risks of unsecured devices and underline the importance of certified security solutions.

In 2026 the campaign entered its second round: VDMA Fachverband Sicherheitssysteme and the interkey association joined as two further partners, along with three new executions.

A graphic by CRENEO for the communication campaign for BHE and VdS showing the logos of the cooperation partners involved in the campaign.

Cooperation seal

At the heart of the campaign sits the cooperation seal, symbolising the partnership between VdS and BHE. Its message is unambiguous: only certified products deliver genuine security. The “No Seal, no Deal” seal gives consumers a point of reference and shows at a glance which technologies can be trusted.

Blue cooperation seal from the communication campaign for BHE and VdS – a point of reference for secure technologies.
Black cooperation seal from the communication campaign for BHE and VdS – an expression of reliability and quality.
White cooperation seal from the communication campaign for BHE and VdS – a point of reference for secure technologies.
Charming raccoon from the communication campaign for BHE and VdS – a symbol of unsecured technologies.

Campaign visuals for the new communication campaign for BHE and VdS

Creative visuals extend the campaign, pointing out the risks of unsecured solutions in bold, direct terms. Charming, humorous scenes carry the message: a raccoon coming up against unsecured smart home door technology, or a “dozing guard dog” standing in for a motion detector.

The campaign’s core elements include:

  • Visuals: High-quality illustrations and humorous depictions, such as a man with a surveillance camera for a head.
  • Social media content: Concise posts that appeal to the target group emotionally.
  • Print products: Edgar Cards and stickers to spread the message offline.
Man with a camera for a head from the communication campaign for BHE and VdS – a depiction of unprofessional surveillance solutions.
The postcard fronts for the communication campaign for BHE and VdS show three different executions, each with a headline pointing to the relevance of security technology. The motion detector dog, the burgling raccoon and the personified door lock combine humour with a clear message to underline the need for professional security solutions.

In the application

The campaign is played out via various channels:

  • On social media platforms such as LinkedIn.
  • Through printed materials that communicate the topic of safety in a playful way.
  • Through animated content that highlights the difference between unverified products and certified security technology.
The postcard backs for the communication campaign for BHE and VdS show the campaign's key visuals — carrying the message about the importance of professional security technology with humour and directness.
A sample post from the communication campaign for BHE and VdS on LinkedIn, showing the campaign in use with humorous, concise messages on security technology.

Animations

Round Two: From Warning to Recommendation

In 2026 the campaign entered its second round — with a new communicative task. The first executions showed what unverified technology fails to deliver, working through the punchline. The new ones make a concrete recommendation: each carries a second line, and all three open the same way — “Setz auf zertifizierte …” certified security professionals, certified technology for the home, certified safes.

This also widens the circle of partners. BHE and VdS have been joined by VDMA Fachverband Sicherheitssysteme, representing more than 30 predominantly mid-sized manufacturers, and by interkey, the association of European security and key specialists with around 300 members. Manufacturing, planning, installation and specialist retail now stand behind the recommendation together — with VdS as the certifying authority tying it all together.

Cooperation seal for the communication campaign for BHE and VdS with the logos of VdS, BHE, VDMA Sicherheitssysteme and interkey.

Three New Visuals

Three new visuals continue the visual world, each as an illustration and as an animation:

  • Fox — “Schlauer Schutz braucht Erfahrung.” (Smart protection takes experience.)
  • Gorilla — “Abbruch statt Einbruch.” (Called off, not broken in.)
  • Crocodile — “Hier beißen sich selbst die Stärksten die Zähne aus.” (Even the strongest break their teeth here.)

Result

Humour makes serious subjects memorable — and raises awareness of why certified security solutions matter. Two years after launch, the campaign has gained two additional partners and broadened its message — while remaining recognisably the same campaign. It stays open to further partners: each one extends its reach without changing its form.

Disciplines

Communication campaign

Social media

Motion design

Similar initial situation?

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