Agency: Grey
Client: Norton Security
Campaign: THE MOST DANGEROUS TOWN ON THE INTERNET - Where Cybercrime Goes to Hide
Delivered: Documentary film, movie premiere assets, marketing materials, SXSW Premiere, full digital and paid social campaign, website
After the success of our first campaign, we quickly shifted gears to create the second installment of our documentary series. In this film we centered our story around the companies that allow cybercriminals to conduct their illegal businesses with total anonymity. They are called bulletproof hosters, and for the right price they will shield almost any online activities from the eye of the law, no questions asked. Below is our 60: trailer.
The film is a 22-minute documentary that travels across Europe and Asia to uncover the secret world of bulletproof hosters. We go through the history of bulletproof hosting and debate how much is too much privacy on the Internet. It was a large undertaking to create this and I am very thankful for everyone at Grey, Helo & Norton that helped create this campaign. The full film is below. Yes, that is actually Anonymous in our film…they are a lot nicer than you think.
We also created a poster and print series based off film locations.
Our first film MDT Hackerville was featured at SXSW in March 2016. The second installment of our series just happened to be releasing the same month, so we decided to premiere our second film during the festival. But instead of buying an expensive booth, we decided to do something different and a little smarter. The distance from the airport to SXSW to most hotels was about 25 minutes. Our film is 22 minutes. We had time to show our film in that window, so we rented a small fleet of busses with large screen TVs, wrapped them in our brand colors, added some popcorn and poof… we created portable movie theaters at SXSW.
Our second film was released on iTunes and once again took the top spot in TV/Film. FilmBuff and Hulu soon picked it up and we created a full digital campaign with social media content, banners, Norton website integration, rich media and partnership programs. Even Vice's MotherBoard site picked up the film and did an article on Norton’s mission.
