VML EMERGE x ADT
Role: Art Director
Agency: VML
Client: ADT
The Challenge:
How do we turn ADT into Gen Z’s “Safety Partner”?
From concerts to first dates to late-night jogs,
Gen Z is constantly moving
and they need protection that moves with them.
We reimagined ADT as more than a home security company,
positioning it as a lifestyle safety brand for the spaces Gen Z actually inhabits.
#SAFEATEVERYCORNER
ADT
#SAFEATEVERYCORNER ADT
Activations
BRAND STUNT:
🕛 Walk After Midnight
A takeover of iconic locations, Times Square and The
Bean, with illuminated ADT “Safe Zones” and scannable
hotlines.
EXPERIENTIAL:
🎵 Safe Space Booths
Portable, ADT-branded booths at festivals and concerts
offering safe zones
OOH:
📍 Safe Corners
Social Billboards and
digital placements at Gen
Z hotspots, synced with
ADT events and brand
partners.
TECH INTEGRATION:
🗺️ Safer on the Go
Crime map overlays within Google Maps and Strava for smarter, safer
navigation options.
PARTNERSHIP:
💕 Pass the Vibe Check
Partnership with Hinge Post-date safety reviews and verified safety badges
on dating profiles.