Agency: Grey
Client: Norton Security
Delivered: Product development, packaging, PR campaign
We wanted to prove that digital security can protect people both online and in the real world. So we researched real/cyber crime stats and found digital pickpocketing was one of the fastest growing crimes in America. All thieves need is a few items from Amazon to create a mobile RFID scanner that can collect chipped credit card information from up to 30 feet away. It’s almost an unstoppable crime and the exact kinda thing we felt Norton Security should take a stand against. So we fabricated the world’s first pair of hackproof jeans to stop digital pickpocketing.
We crowd funded our first pair of jeans and started our PR efforts without a single drop of paid media. It only took a few weeks for our pants to generate over 185 million earned impressions from over 138 news articles worldwide including: TIME, CBS & ABC News, BBC, BUZZFEED and Fast Company. They were also featured in the WIRED STORE as "Must Have Tech" for the year. Not bad for a pair of jeans created with a “kickstarter” budget.