CERT NZ appoints Motion Sickness; spurs NZ to get ‘Big Password Energy’ in new campaign
Government cybersecurity agency CERT NZ has appointed Motion Sickness as lead creative agency launching with ‘Big Password Energy’.
The punchy new integrated campaign that encourages the people of Aotearoa to ditch their weak, and often recycled online passwords in favour of longer, stronger passphrases. The initiative exists as part of CERT NZ’s larger mission to improve the cyber resilience and literacy of all New Zealanders.
Says Sam Leggett, senior analyst of threat and incident response at CERT NZ: “Over the last five years, Aotearoa has seen an increase in reported cyber fraud and crime, at the same time, research shows Kiwis often relegate personal cyber security to the ‘too hard basket’.
“While the campaign is fun and a bit tongue-in-cheek, the reality is serious, too many New Zealanders use easy-to-crack, short passwords and often they use the same passwords in multiple places. Because of this they’re at real risk of having their online accounts broken into by cyber attackers.”
‘Big Password Energy’ co-opts the infamous turn of phrase born from the internet (BDE) – representing effortless confidence, a pragmatic and assured attitude, and gives the concept of having a secure password some much-needed relevance.
Says Jordan Stent, creative director at Motion Sickness: “We really wanted to demystify the process of creating a strong password – reframing password security while empowering others in the process. ‘Big Password Energy’ is a bold, unshakeable, unapologetic confidence in your online account security, and it’s doing it in the easiest, most straight-up way possible.”
The creative is led by a series of crafted 120mm medium format film portraits, depicting a cast of characters from all walks of life in seemingly unremarkable everyday situations. Paired with a compelling and hard-to-miss graphic treatment, each serves to personify the act of creating a secure, memorable and personalised passphrase.
The campaign runs for a month from the 18th of July across digital OOH, street posters, display, search and social channels.
CLIENT
Client – CERT NZ
AGENCY
Agency – Motion Sickness
Executive Creative Director – Sam Stuchbury
Creative Director – Jordan Stent
Head of Strategy – Hilary Ngan Kee
Account Manager – Emma Elwood
Head of Media – Josh Hawke
Creative – Jolin Lee
Graphic Design – Josh Hart-vrijkotte
Freelance Designer – Stuart Parker
PRODUCTION
Production Company – Motion Sickness
Producer – Joseph McAlpine
Creative Director – Jordan Stent
Photographer – Matt Hurley
Photo Assist – Freddy Riddiford
Wardrobe Stylist – Helen Young Loveridge
Art Director – Anna Maxwell
Props Buyer – Tash Hokins
4 Comments
Hardly worth crowing about. Unless the goal here is super average
And that ladies and gentleman is what’s known as a ‘missed opportunity’.
As one of my junior interns said to me at lunch today, “The ‘Your password is sh_t’ campaign from that Nordic agency was alway hard to beat”.
I rewarded her observation with a second bottle of dessert wine.
I like a dick joke, but I’ve found some people don’t.