The Norton brand was quickly losing market share to local competitors with catchy campaigns and price undercutting strategies. Our challenge was to reverse this trend by developing a new way of communicating the brand's strength and underlying product benefits.What happened: We created a fresh communication platform for the brand based on a hero-character who represents the brand's strength and embodies the product benefits. After a concerted and time pressed creative effort, Norton Fighter, as we know him today, was born and grew to find a home in the hearts of the Japanese.

In all executions, we adhere strictly to the style of the original 60's and 70's Japanese TV shows in the chosen genre, thus giving the brand cultural credibility and demonstrating that it does not take itself too seriously.Our goal was to extend to all existing touch points, and create new touch points in both online and ambient spaces.The campaign connected emerging contemporary sub-cultures and trends to extend the campaign's reach and talk-value. (Neko-hiroishi, Akiba-idols). While online was a strong campaign concentration, live events, print executions, and outdoor signage were used for a comprehensive Norton Fighter plan.