BAD PASSWORDS

TitleBAD PASSWORDS
BrandSSF
Product/ServiceSSF
Category F03. Single-market Campaign
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Media Placement ÅKESTAM HOLST Stockholm, SWEDEN
PR ÅKESTAM HOLST Stockholm, SWEDEN
Production BKRY Stockholm, SWEDEN
Credits
Name Company Position
Simon Lublin Åkestam Holst NoA Copywriter
Martin Noreby Åkestam Holst NoA Art Director
Joakim Khoury Åkestam Holst NoA Art Director
Magnus Jakobsson The North Alliance Chief Creative Officer
Maria Von Holst Åkestam Holst NoA Account Director
Bella Lagerquist Åkestam Holst NoA Account Manager
Frida Norén Åkestam Holst NoA Planner
Jenny Kaiser Åkestam Holst NoA Business Director
Anna Forsberg BKRY NoA Final art
Pia Hjelt SSF CMO
Anna Stark SSF CMO
Erik Nielsen SSF Web Manager

Please tell us how the work was designed / adapted for a single country / region / market.

In Sweden, cybercrime is at an increase with hundreds of thousands falling victim every year. One of the easiest ways to prevent cyber crime is to have a strong password, and you'd think people would do all they can to protect themselves online. Well, it's actually quite the opposite. At least in Sweden. According to a report where Internetstiftelsen (The Swedish Internet Foundation) analyzed leaked passwords, people have really crappy passwords. For example, the most common password in Sweden is “123456". Other passwords in the top 25 list include "mom" (mamma), "fucking" (knulla) and "dick" (kuken). It seems Swedes tend to choose dirty and unsafe passwords. We used some of these weak yet very common passwords and created an outdoor campaign highlighting the lack of strong passwords in Sweden, and how you could easily get a new one that will actually protect you from cybercrime.