Placing Firefox top of mind in European markets through a bold campaign.
Firefox is the browser for everyone who does things differently; People who care about privacy, transparency, and open-source values. In 2023, our goal was to strengthen brand awareness across Europe and drive downloads by encouraging users to question the status quo.
As part of Mozilla’s in-house Studio team, I contributed to the “Challenge the Default” campaign—an integrated push across digital channels aimed at inviting audiences to rethink their default choices and consider Firefox as a powerful, ethical alternative. The campaign launched in summer and fall 2023 and was designed to spark curiosity and engagement while staying true to Firefox’s bold and human-centered brand voice.
