The Dutch Ministry of Justice commissioned us to create a campaign aimed specifically at young citizens to raise awareness about cybercrime in a way that is relevant to them. 85% of Dutch youngsters have a profile on social network Hyves, which they use on a daily basis. We created a frightenly realistic ‘ambush’ on Hyves: a tailor-made, personalized action video in which you could trick your friends by sending the Cybermaffia after them.

In just 7 days, the campaign was viewed 5,113,115 million times and sent-to-friends 7,014,285 million times, making it the most popular social media viral campaign in the Netherlands ever.

Cybercrime awareness.