Let them play

How Do You Make
Cyber-Awareness Fun?

Art Direction, Campaign Design, Print, Digital

AIG approached Merchant Cantos (MC) to create a campaign for their internal cyber-security awareness initiative. MC's strategists focused on three key insights: The need to give employees a sense of empowerment, pride of ownership, and a sense of protecting their family. The campaign was intended to have four online training modules employees were required to complete: general awareness, phishing/social engineering, password protection, and data protection.

The problem? Well, cybersecurity is tedious to execute.

Make it a game

We generated a number of different approaches, ultimately selecting my idea of gamefying the campaign for employees and creating heroic trading cards (I believe in Britain they're called Top Trumps). Employees would compete with each other in a company-wide game of scoring high test scores on the training modules. Top scorers would be given their own game cards with catchy nicknames. We gave the four training modules their own distinct visual treatment and we generated materials for each phase. The campaign's success depended on walking a fine line between the seriousness of the topic and tongue-in-cheek fun.

An Array of Materials

We provided AIG with a vast array of materials, ranging from elevator coverings to iPhone cases, email signatures, web-design for their online training modules (unavailable to show), screensavers, web banners, email signatures, MS Word templates, PowerPoint templates... We even created jerseys for their company sports teams.