Enjoy your privacy
Norton by Symantec
Issue 29 | December 2013
Agency
Leo Burnett Chicago
Creative Team
Chief Creative Officer Susan Credle EVP, Executive Creative Directors Dave Loew Jon Wyville VP, Creative Directors Rainer Schmidt Tohru Oyasu SVP, Group Executive Producer Rob Tripas Senior Producer Topher Cochrane
Production Team
Production Company Smuggler Director Mark Molloy Director of Photography Crighton Bone Digital Production Jam3 Digital Audio Apollo Studios VFX/SPX Method Studios 567VFX Editorial Whitehouse Music Company Human
Other Credits
SVP, Account Director Antoniette Wico Account Director Katie Bernasek Account Executive Rob Maidens
Date
October 2013
Background
With each new device and social media platform, personal information became more accessible to hackers and eavesdropping software. Despite these odds, more than two thirds of smartphone owners did not have any form of protection on their phones and regularly used free, unprotected Wifi networks. In response to this, "Enjoy Your Privacy" was designed to educate people on the risks of using unprotected networks and to demonstrate how Norton's "Mobile Security" and "Hotspot Privacy" programs could safeguard from these dangers.
Idea
"Enjoy Your Privacy" was the first- ever integrated, multi-screen user experience that reminded people that no device is safe from digital dangers without the appropriate protection.
By simultaneously logging on to www.enjoyyourprivacy.com on a phone and computer, "Enjoy Your Privacy" allowed people to do the unthinkable and hack into the phones of seven fictional characters, gaining access to their text messages, photos, emails, bank statements and more. Through exploring the characters' devices, users slowly discovered detailed back-stories that wove together to form a greater plot. The seven characters each had a secret, which their phones revealed.
Results
As the campaign has recently launched, it is too early for results but Norton has seen overall positive sentiment on social and online platforms.
Our Thoughts
Asking people to play games like this can sometimes be asking them to climb barriers that are just too high. However, I also think that this rather sombre game pulls it off, partly because it relies on an innovative (to users, anyway) connection between two screens and partly because it’s been beautifully put together. I love the visual analogy, that your smartphone is a window for someone else to look in on your life. And I love the grim little secrets that emerge – especially the vegan blogger who turns out to be a secret meat eater!