Proton VPN

In the UK, VPNs are often marketed through fear-based or overly technical messages – a sea of forgettable “fast, cheap, secure” claims. Proton VPN needed to break free from this category sameness by reframing the role of a VPN around something far more human: connection.

The campaign moved with Londoners through their day – from Tube commutes to campuses, busy roads, entertainment hubs and diaspora neighbourhoods – creating a citywide presence that felt human and relevant

Proton had to show up in the real places where Londoners move, study, commute, gather and, stream. This shaped a multi-format OOH plan designed to meet tech‑savvy, culturally diverse audiences across their daily journeys.

People didn’t just see the campaign; they understood it, remembered it and acted on it. It shifted perceptions, strengthened affinity and drove meaningful behavioural response.