On the Web, Off the Grid

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.