This campaign for the private DuckDuckGo search engine emphasizes the idea that users do not have to go entirely off the grid to have privacy on the internet. In the three posters, the company's mascot Dax can be seen relaxing and surfing the web in a connected urban environment. However, in each scenario, he is in something that would be more associated with being "off the grid" or in the woods—a cabin, a hammock, and a tent. The juxtaposition between being connected while maintaining privacy is the key concept in this campaign.
This student campaign titled 'On the Web, Off the Grid' was published in United States in December, 2022. It was created for the brand: DuckDuckGo, by ad schools: Southern Methodist University and Temerlin Advertising Institute. This Print medium campaign is related to the Other industry and contains 6 media assets. It was submitted 9 months ago.
Advertising Agency (School): Southern Methodist University
Art Director: Ethan Jones
Copywriter: Ethan Jones