Isight Hijack
FBI
Issue 9 | December 2008
Agency
Saatchi & Saatchi NZ
Creative Team
Mike O’Sullivan – Executive Creative Director; Tim Huse – Creative; Hywel James – Creative
Production Team
Emma Harding - Interactive Producer; Lelanie Fourie - Interactive
Other Credits
Conan Gorby – Account Service
Date
March 2008
Background
FBI Recruitment specialise in placing creatives in advertising agencies worldwide. The company’s brand gives the impression of knowing everything that is going on in the agency world. The agency’s brief was to continue their ‘We know where you work’ campaign and demonstrate it online to somewhat cynical creatives.
Idea
With such a specific target audience the agency wanted to do something one-on-one that would leave a lasting impression. Noticing that almost all creatives use Mac Books with built-in iSight web cameras, they developed a web application that allowed them to activate the web cam without the creative’s knowledge. When visiting the FBI Recruitment website, the creative would suddenly see themselves displayed in real time on the homepage, along with the time, their IP address and FBI’s brand line ‘We know where you work’. Quite a surprise for anyone having a quiet look for a new job.
Results
The application was activated on 78% of visits to the site.
Our Thoughts
I first saw this technology when DraftFCB Singapore used it for Motorola. That’s not to denigrate this campaign at all because it’s terrific. There you are, a down-trodden creative, visiting FBI’s website (they’re a headhunter’s, by the way) and next thing you know, you’re looking at yourself. The site links up to your webcam and shows you the most interesting thing you can imagine – you.