The great lengths businesses will go to to ward off cyber criminals is brought to life in a new campaign from M+C Saatchi Group UK for the National Cyber Security Centre (NCSC).

The work, launched in partnership with the Department for Science, Innovation and Technology (DSIT) is titled ‘Cyber Resilience’. It is designed to increase awareness and encourage uptake of Cyber Essentials certification among UK businesses.

Despite the fact that over four in ten UK businesses experienced a cyber breach in 2025, many SMEs continue to dismiss cyber threats and have inadequate defences. 

The ‘Cyber Resilience’ campaign has been created to capture the imaginations of businesses and bridge the growing gap between threats and defence. Positioning cyber attacks as a business issue, the campaign aims to show that every business, no matter the shape or size, can come under cyber threat. It underlines that hiding is no means of protection. 

The idea is brought to life through a variety of creative executions that show cyber attacks can happen to all sorts of businesses. Audiences see businesses in whimsical, fantastical locations such as on the moon, underwater and on the side of a cliff trying to evade the threat of cyber criminals. Juxtaposing the dramatic landscapes juxtaposed with the familiar business day-to-day and cyber threats, the campaign lands the message: nowhere is out of reach from cyber crime.

“This campaign taps into a simple but powerful truth: distance and scale don’t protect you from cyber crime. By making that reality impossible to ignore, the work helps shift cyber security from a background concern to a business priority,” says Clare Richardson, Client Partner, M+C Saatchi Group UK.

The photorealistic fantastical business scenarios were created using a blended production approach, combining live-action photography capture with AI-driven post-production.  

Movements were captured on set and then taught to an AI system, with a photographer, AI artist and motion designer collaborating to build original, realistic environments and moving assets. This approach allowed greater flexibility, variety and value for money.

The result is several striking executions that stop audiences in their tracks to land the story quickly.

“Our challenge was to break through the daily barrage of communications our decision makers faced and land cyber security certification like a lunar module in their news feeds,” added Richard Morgan, Creative Director, M+C Saatchi Group UK.

He continues: “Unfortunately, a shoot on the moon’s surface (or Mariana Trench) was out of bounds, so we enlisted the powers of AI wizards and an epic landscape photographer to bring our out-of-this-world campaign to life. The result: a bold new production approach and a piece of work that dares to go somewhere different.”

Beyond education, the campaign looks to encourage businesses to take practical action by signing up to and completing Cyber Essentials, the government-backed cyber security certification. 

The work is running across social, digital and radio channels in the UK. Media planning is handled by MGOMD, with buying by OmniGOV. 

The memorable campaign draws on the unique and fantastical to drive home the very real threat of cyber criminals, encouraging businesses of all sizes to take action.