CERT NZ: BadDayForSalmon

‘Big Password Energy’, a punchy new integrated campaign that encourages the people of New Zealand to ditch their weak, and often recycled online passwords in favour of longer, random, four worded passphrases. The initiative exists as part of New Zealand Government cybersecurity agency CERT NZ’s larger mission to improve the cyber resilience and literacy of all New Zealanders.

‘Big Password Energy’ co-opts the infamous turn of phrase born from the internet (BDE) - representing effortless confidence, a pragmatic and assured attitude, and gives the concept of having a secure password some much-needed relevance.

The campaign aims to demystify the process of creating a strong password - reframing password security while empowering others in the process. ‘Big Password Energy’ is a bold, unshakeable, unapologetic confidence in your online account security, and it’s doing it in the easiest, most straight-up way possible.

The creative is led by a series of crafted 120mm medium format film portraits, depicting a cast of characters from all walks of life in seemingly unremarkable everyday situations. Paired with a compelling and hard-to-miss graphic treatment, each serves to personify the act of creating a secure, memorable and personalised passphrase.The campaign runs across digital out of home, street posters, display, search and social channels.