LIFELOCK DANGEROUSLY EASY
The public believed identity theft required a sophisticated criminal. We believed that misconception was LifeLock's biggest problem…and its biggest opportunity. "Dangerously Easy" was built on a single uncomfortable truth: stealing your identity takes almost no effort at all. The first video had no brief. No budget. We just made it. Quick, physical metaphors made that reality visceral and impossible to dismiss. The campaign ran for four years, expanded from social to broadcast, and was credited by company leadership with reversing a five-year customer decline. ANA In-House Excellence Grand Prize.
