The Protege Group campaign gets the message across in as direct and straight-forward a way as possible. Instead of focusing on the features and overall feeling of safety this home security system provides, it shows its true benefit. It gets the job done by busting burglars before they have a chance to run off with anything of value--and that includes people's lives.
Conceived and executed by Lew’Lara\TBWA, an ad agency based in Sao Paulo, Brazil, the Protege Group campaign was creative directed by Jaques Lewkowicz, Manir Fadel and Mariana Sá with photography by Paola Vianna and Gabriel Bittencourt. It shows two burglars in their targeted home holding typical mugshot letter boards. Quickly apprehended, the Protege Group campaign illustrates just how effective, convenient and possibly life-saving this home security system really is.