Campaign: e-school

Task:

Raise public awareness of modern cybercrime threats through a relatable, attention-grabbing campaign.

Challenge:

Cybercrime is becoming more sophisticated, while public awareness often lags behind. The Ministry of the Interior tasked us with educating a broad audience—young and old—about online scams, phishing, identity theft, and other cyber threats. The real challenge? Doing it in a way that informs without intimidating and engages without patronizing.

Our idea:

Anyone can be a victim. Anyone can be the face of cybercrime.

We approached this serious topic with an unexpected twist: humour. By casting a well-known comic actor in multiple, wildly different roles—a slick manager, a lonely housewife, etc. —we showed how cybercriminals don’t discriminate. We humanized the issue through these instantly recognisable personas and brought cyber threats closer to home.

The tone is playful, but the message hits hard: behind every harmless click could be a dangerous trap.

Creative execution:

We produced a fast-paced TV spot with quick transitions between characters, each in a common but risky digital situation—flirting online with a “handsome stranger,” clicking a “too-good-to-be-true” business offer, sharing sensitive data via fake bank emails. The comic delivery lowers resistance, while clear messaging drives home the lesson: “Stay alert. Online threats come in disguise.”

Why does it work?

Humour + awareness = high recall

The comedic framework ensures the message sticks, even with harder-to-reach audiences.

Relatable scenarios – everyone knows someone like these characters, or is one of them. That relatability fuels conversation and shareability.

Using a single performer in multiple roles underscores the campaign insight: cybercrime can affect anyone, regardless of age, gender, or profession.

We delivered 30″ and 15″ s TV spot as well as cutdowns for social media.