In 2016, 60% of all cyberattacks targeted smaller businesses—yet over 50% of them don’t protect themselves. For National Cyber Security Awareness Month (October), AT&T wanted to cut through the misconceptions, apathy and fear of these SBO’s with a non-threatening approach.

So we went with the security experts they already know and trust: the pets who “guard” their small businesses. Useful tips, eye-opening statistics and helpful reminders ran in AT&T’s social channels every day, targeted email, pre-roll video and mobile banners. The campaign included a contest where business owners uploaded photos of their own guard pets.

We shot the videos in Austin, TX with Beef & Pie Productions and edited back in St. Louis with Coolfire Studios.