BeetVPN · Animation · Social campaign · 2020
Be safe online.
Without the scare tactics.
A character-led campaign that turned security, encryption and privacy into physical stories people could understand—and laugh at.
Watch the 53-second animation ↗53 secanimated explainer
18 postsfor Instagram and Facebook
1 characteradapted across the campaign
~1,000likes on promoted posts
01 · The brief
Make privacy approachable and memorable
VPN products solve technical, largely invisible problems. BeetVPN already had a distinctive mascot—the anthropomorphic Beet Ninja—but needed a campaign language that could explain online safety without leaning on fear or technical jargon. The brief was simple: “Be Safe Online with BeetVPN.”
02 · Animation
Turning digital threats into physical metaphors
The film first builds tension around data theft, exposure and malicious activity, then introduces Beet Ninja as the answer. Each abstract product benefit becomes a visible action, using the beetroot character’s world as the storytelling material.
03 · Social campaign
Eighteen small stories, one repeatable grammar
Each post communicates one benefit through a situational illustration and narrator-style copy. The format is deliberately meme-adjacent: a recognisable setup, a visual twist and the brand as the resolution. Beet Ninja changes role or costume while retaining the silhouette, expression and green sprout that make the character recognisable.
04 · Visual language
Consistency through character, colour and tone
Deep beetroot maroon, hot pink and white form the core palette, supported by teal and dark green foliage colours. Bold typography remains readable at social sizes. Across every scene, the campaign’s consistency comes from the character’s silhouette and the same lightly self-aware tone—not from repeating one composition.
05 · My contribution
One voice from storyboard to caption
Campaign direction
- Developed the explainer narrative and storyboard
- Created the visual metaphors for technical benefits
- Directed and produced the animation
- Maintained the mascot’s identity across changing scenarios
Social storytelling
- Illustrated 18 standalone social posts
- Wrote the narrator-style campaign copy
- Established the setup, twist and resolution format
- Adapted each message for quick social-media reading
Reflection
“Humour is a design tool. When the client laughed, the brief was answered.”
The strongest decision was treating the meme format as a system rather than a shortcut. It gave 18 standalone posts a coherent grammar without requiring a continuous narrative.