1Password What Not To Do
Ad and Social Campaign
Background
Something Massive partnered with 1Password, a leading identity security company, to create an impactful campaign centered around the ad “What Not to Do.” The campaign included a 60-second hero spot, a 30-second cutdown, and various social assets tailored for digital platforms. The ad humorously portrays a man in a crowded supermarket loudly sharing his streaming service password over the phone —highlighting the risks of poor password security. Campaign reinforces the importance of keeping credentials private and positions 1Password as the go-to solution for secure password management.
Spot
Execution
The advertisement was crafted with a keen eye for detail. The bustling supermarket environment was authentically recreated to reflect a typical day, enhancing the relatability of the scenario. The protagonist’s loud conversation, juxtaposed with the reactions of nearby shoppers, effectively highlighted the risks of sharing sensitive information in public spaces. The campaign included a 60-second, 30-second, and three social assets, ensuring broad reach and engagement across multiple platforms.
Campaign Objectives
The primary goal of the campaign was to raise awareness about common cybersecurity pitfalls in everyday scenarios. By illustrating a relatable situation where an individual inadvertently compromises their digital security, the ad aimed to resonate with a broad audience and encourage the adoption of better password management practices.
Creative Approach
Something Massive employed humor and relatability to convey the message effectively. The choice of a supermarket setting—a place familiar to all—served to emphasize that cybersecurity threats can arise in the most mundane situations. The protagonist’s obliviousness to the potential consequences of his actions mirrors common real-life behaviors, making the message both accessible and impactful.
Execution
The advertisement was crafted with a keen eye for detail. The bustling supermarket environment was authentically recreated to reflect a typical day, enhancing the relatability of the scenario. The protagonist’s loud conversation, juxtaposed with the reactions of nearby shoppers, effectively highlighted the risks of sharing sensitive information in public spaces. The campaign included a 60-second, 30-second, and three social assets, ensuring broad reach and engagement across multiple platforms.
Results
The “What Not to Do” campaign successfully amplified 1Password’s message about the importance of secure password practices. By leveraging a common, everyday scenario, the ad effectively communicated the risks associated with careless password sharing and underscored the need for robust password management solutions.
Social Assets & Social Ads
Results
The “What Not to Do” campaign successfully amplified 1Password’s message about the importance of secure password practices. By leveraging a common, everyday scenario, the ad effectively communicated the risks associated with careless password sharing and underscored the need for robust password management solutions.