Title | THREAT ANALYTICS SINGAPORE LAUNCH |
Brand | BAE SYSTEMS |
Product / Service | THREAT ANALYTICS |
Category | C02. Interactive & Dynamic Billboards / Posters |
Entrant | SOHO SQUARE SINGAPORE, SINGAPORE |
Idea Creation | SOHO SQUARE SINGAPORE, SINGAPORE |
Media | SOHO SQUARE SINGAPORE, SINGAPORE |
Production | SOHO SQUARE SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Shayne Pooley | Hogarth & Ogilvy | Executive Creative Director |
Joe Tan | Hogarth & Ogilvy | Senior Art Director |
Khairil Hamid | Hogarth & Ogilvy | Digital AD |
Tay Hui Zhen | Hogarth & Ogilvy | Copywriter |
Players are first greeted with a screen challenging them to detect cyber threats in an interactive game. They touch a panel to begin, following which clear instructions appear. Assuming the image they see is cyberspace, players are tasked to find three hacks – inconspicuous skull icons planted across the image – in under 60 seconds. When they hit ‘Start’, a countdown timer appears at the top, along with clues that can help them identify the hacks. Should they choose to give up, they can also select ‘Show the hack’ next to each clue, which displays the answer on the screen immediately. If a player is successful, a congratulatory message pops up, explaining the similarities between the game and the product it is supposed to emulate. If a player fails, a thank you message appears, highlighting the sophistication of cyber threats today and how the product can help protect against them.