LONDON — Cybersecurity and anti-virus provider Kaspersky has appointed Happy Yolk for an integrated global brand campaign targeting new audiences, including gamers, in the run up to Christmas.

The earned-first consumer brief originated as a UK campaign after the agency – launched in February this year with backing from Tin Man and Blurred – won a competitive pitch in the summer. During the planning stages it has evolved into a global campaign in 19 countries that will cover PR, social media, digital, design and production.

Alissa Khan-Whelan, one of the founding partners of Happy Yolk, told PRovoke Media that the project would target new audiences with a different style of campaign for the cybersecurity firm, and "break through misconceptions with an entirely new narrative."

“They have been quite traditional, so this will be a head turner,” she said. “Kaspersky has grown a lot this year as more people are using technology at home and are more open to risk: there has been an uptick in hacking, particularly in gaming."

The win marks the fifth new client for Happy Yolk in as many months, including mental health charity Calm and food waste initiative Too Good To Go, as well as two as-yet-unnamed global brands.