| Title | BAD PASSWORDS |
| Brand | SSF |
| Product/Service | SSF |
| Category |
F03. Single-market Campaign |
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Entrant
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ÅKESTAM HOLST Stockholm, SWEDEN
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Idea Creation
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ÅKESTAM HOLST Stockholm, SWEDEN
|
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Media Placement
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ÅKESTAM HOLST Stockholm, SWEDEN
|
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PR
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
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Production
|
BKRY Stockholm, SWEDEN
|
Credits
| 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.