Creating Thought Leadership Courtesy of Canada’s Most Infamous Hacker
INSIGHT
To help Chief Information Security Officers (CISOs) understand why they would need HP’s print security products and services, we needed them to truly understand the issue – namely, that a hacker will do anything to infiltrate a company. What better way to highlight this than delivering the message through the perspective of one of the perpetrators.
IDEA
We partnered with Michael “MafiaBoy” Calce, Canada’s most infamous hacker, and Academy Award-nominated director Hubert Davis to create ‘Rivolta’ – a Documentary Short about Calce’s life, the changing landscape of cyber security and the inherent risk printers pose. We promoted the film with an integrated campaign across social, digital, earned and experiential while Calce delivered keynote presentations at security conferences across North America and the UK to engage CISOs.
IMPACT
After becoming the first brand-related film to premier at Hot Docs Canadian International Documentary Festival, the Rivolta campaign eclipsed all campaign benchmarks, resulting in 10 million earned impressions, 1.7 million video views, 35,000 clicks to the microsite and most importantly, helped increase HP Canada’s print security sales pipeline by 174%. The documentary itself was recognized with a Bronze Lion at the Cannes Festival of Creativity and a Silver Clio Award, both within the film category.