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.