Facing increased competition, Phonewatch wanted to promote a new alarm system that protected against floods and fire as well as burglary. However, instead of focusing in on granular details, with this campaign we alluded to the comprehensive protection it offers, by highlighting the very few things it doesn’t protect against; irrational, absurd concerns like an alien invasion or a zombie apocalypse. While helping to deliver distinctive look and feel, adopting a 1950s B-movie aesthetic also reinforced the comic tone. Sadly a concept that never made it off the drawing table.
