Mozilla

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Firefox Campaign

Firefox stepped up at a moment when people were over it. Over Big Tech. Over billionaires owning every platform. Over being tracked, targeted, and treated like data points.

October 2025: Windows 10 was expiring, and nearly 500 million people were about to be forced into Windows 11, triggering a massive browser reset. When your OS changes, your browser can get swapped out with the default. Blink and bam, it’s gone.

Firefox didn’t shout louder. It showed up when people were forced to choose. The pitch? Use the internet. Don’t get used by the Internet. Firefox is the trusted browser that’s easy to take with you. While other browsers answer to billionaires, Firefox is built for people. It’s open-source, nonprofit-owned by Mozilla, and not really interested in what you do online.

So we leaned in. Using Firefox’s look and “Open What You Want” messaging, we built a 360 digital campaign for this moment. It lived where decisions happen: while streaming, scrolling, or browsing.

Firefox served it up across Amazon’s DSP network (Prime Video, Twitch, Freevee), plus Reddit, YouTube, and display across the web. Every message spoke to people already skeptical of Big Tech and surveillance ads. Everything was A/B tested, reusable, & remixable.

When half a billion people might have settled for the default, Firefox jumped back into the conversation. People paused and rethought the consequences. Firefox still counts 200 million users who deliberately choose it over default browsers tied to major ecosystems.

Firefox reminded them they still had a choice. Their browser, their privacy, and whether billionaires get rich off their internet habits.

Firefox stepped up at a moment when people were over it. Over Big Tech. Over billionaires owning every platform. Over being tracked, targeted, and treated like data points.

October 2025: Windows 10 was expiring, and nearly 500 million people were about to be forced into Windows 11, triggering a massive browser reset. When your OS changes, your browser can get swapped out with the default. Blink and bam, it’s gone.

Firefox didn’t shout louder. It showed up when people were forced to choose. The pitch? Use the internet. Don’t get used by the Internet. Firefox is the trusted browser that’s easy to take with you. While other browsers answer to billionaires, Firefox is built for people. It’s open-source, nonprofit-owned by Mozilla, and not really interested in what you do online.

So we leaned in. Using Firefox’s look and “Open What You Want” messaging, we built a 360 digital campaign for this moment. It lived where decisions happen: while streaming, scrolling, or browsing.

Firefox served it up across Amazon’s DSP network (Prime Video, Twitch, Freevee), plus Reddit, YouTube, and display across the web. Every message spoke to people already skeptical of Big Tech and surveillance ads. Everything was A/B tested, reusable, & remixable.

When half a billion people might have settled for the default, Firefox jumped back into the conversation. People paused and rethought the consequences. Firefox still counts 200 million users who deliberately choose it over default browsers tied to major ecosystems.

Firefox reminded them they still had a choice. Their browser, their privacy, and whether billionaires get rich off their internet habits.