Sharezees

Working with adam&eveDDB and with the support of Urban Outfitters, we developed an impactful campaign that discouraged young people from sharing their passwords by driving home a fun but important message that even two-headed hats or three-legged trousers aren't anywhere near as strange as sharing their passwords.

In the campaign video, Izzie Rodgers and Cybersmile ambassador Amazing Arabella were seen modeling a limited edition collection of Urban Outfitters x Cybersmile clothes that are perfect for good friends to share, but with the message, "Share anything but your password."

Social and campaign activities were supported by 30" cinema spots, highlighting the dangers of password sharing. The cinema advertising media was secured by Bountiful Cow via Pearl and Dean. JCDecaux donated digital out-of-home media space. Media strategy and planning were also provided by Bountiful Cow.

• Reached 65M+ people with campaign message
• Exceeded 1M+ campaign video views
• Delivered to diverse audiences through cinema spots and OOH
• Raised awareness of online safety & security
• Challenged problematic culture of password sharing
• Achieved mainstream media coverage of the campaign
• Utilized celebrities for maximum social and cultural impact
• Elevated positive activists through campaign activities