Sabiá Wins International E3 Award for TrendAI Campaign

Campaign for TrendAI was recognized in the categories Best Creative Impact and Best Use of AI for communicating the company’s rebranding through a highly personalized experience designed for technology journalists

In B2B marketing, talking about technology is no longer enough. In a landscape where artificial intelligence has become central to business strategies — and even to company names — the challenge is no longer simply communicating innovation, but demonstrating it in a tangible way.

It was from this premise that Sabiá developed the campaign “Face to Face with the Future of Cyber Risk” for TrendAI, which earned the Best of International Awards, presented by E3, the international association of marketing companies, in the categories Best Creative Impact and Best Use of AI. The announcement was made during the organization’s Annual General Meeting in Lisbon, Portugal.

The challenge: turning messaging into experience

The project emerged from an increasingly common scenario: the saturation of content about artificial intelligence and the difficulty of distinguishing between marketing discourse and genuine strategic transformation.

For TrendAI — formerly known as Trend Micro — the rebranding represented a significant strategic shift, reflecting the deeper integration of artificial intelligence into its cybersecurity solutions. The challenge was to communicate this transformation in a meaningful way to technology journalists, an audience constantly exposed to similar narratives.

“Our goal was to translate the brand’s positioning into a practical experience rather than just a message. To achieve this, we created an initiative that placed journalists at the center of the narrative in a way that was almost unsettling and, precisely because of that, impossible to ignore.”

— Vanessa Sensato, Director of Strategy and Innovation at Sabiá

Building the campaign

To bring the concept to life, the campaign combined technology, storytelling, and physical experience. Selected journalists received a locked box that could only be opened through a QR code. Upon accessing the content, they were presented with a video featuring a hyper-realistic AI-generated digital twin of themselves. In the video, the avatar warned about cybersecurity risks amplified by AI and revealed the password needed to unlock the box.

 

The experience was complemented by a physical kit containing data protection and privacy-related items, directly connecting the campaign concept to the brand’s positioning: the need to anticipate threats in an increasingly complex digital environment.

 

Rather than simply talking about AI, the project sought to demonstrate its real-world implications — both as a source of risk and as a powerful defense tool.

Results and impact

The initiative generated direct engagement with the journalists involved, secured coverage in technology-focused media outlets, and sparked organic conversations across social media platforms.

“Yes, I liked it! Thank you. But I have to admit it gave everyone at home quite a scare — especially my father. The AI video is so realistic that it sends chills down your spine.”

— Journalist from Olhar Digital

 

“This project perfectly reflects what we believe as an agency: it’s not enough to communicate; we need to create experiences that make our clients’ strategies tangible. When we achieve that, the impact goes beyond media exposure and becomes truly relational.”

— Pedro Braga, Founder and CEO of Sabiá

For TrendAI, the campaign played an important role in strengthening the company’s new brand positioning.

“Sabiá has been with us throughout this entire process, bringing valuable insights and developing a tactical plan that enabled us to generate predictability, anticipation, and greater awareness of the TrendAI rebranding. The agency’s support in developing the press kits was essential as part of a complementary strategy to engage the media.”

— Tatiana Ferreira, Marketing Coordinator for Brazil at TrendAI

Looking ahead: the future of agencies

Sabiá’s participation in the E3 Annual General Meeting was also part of a broader agenda focused on discussions about the future of agencies, including topics such as organizational culture, work models, leadership, and the impact of technology on business operations.

For us, the recognition is important, but it also reinforces the need to continuously rethink how strategy, creativity, and technology need to work together to generate meaningful and lasting impact.

 

Segmento: Empresas B2B