Title	THE NATIONAL PHISHING
Brand	ORANGE
Product/Service	ORANGE CYBERDÉFENSE
Category	F04. Social Behaviour & Cultural Insight
Entrant	HAVAS Paris, FRANCE
Idea Creation	HAVAS Paris, FRANCE
Media Placement	HAVAS MEDIA Paris, FRANCE

Name	Company	Position
Christophe Coffre	Havas Paris	Chief Creative Officer
Edouard Dorbais	Havas Paris	Copywriter
Rémi Arnaud	Havas Paris	Artistic director
Éric Mironneau	Havas Paris	Associate Director
Diane de Plas	Havas Paris	Account Director
Marine Legoff	Havas Paris	Producer
Thomas Khaski	Havas Paris	Press relations and social media
Christophe Pelletier	Havas Paris	Press relations and social media

Cultural / Context information for the jury

France has been very used to incredible phone package offers over the last few years. We played on that cultural context to create a credible phishing trap for consumers. For the creation of this phishing message, we have also been inspired by the scamming ads we are exposed to on the Internet displaying wrong logos and spelling mistakes, showing offers that are too good to be true and always trying to get personal data.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Each year, millions of people are affected by cybercrime, in their personal life or at home. The financial cost of it amounts to tens of millions of euros. Yet, “123456” or “password” are still among the most used code words. This is the cyber paradox: cybercrime is a real threat but digital behaviour does not change substantially. As we think we become conscious of risk after having experienced it, the objective was to make people go through the threat and then deliver tips to avoid them.