Motion Sickness wins Government security agency

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WELLINGTON, Tuesday: Government cybersecurity agency CERT NZ has appointed Motion Sickness as its creative agency, following a “procurement process”. It’s not known if there was an incumbent.

Motion Sickness has now launched an integrated campaign called Big Password Energy, that encourages “the people of Aotearoa to ditch their weak, and often recycled online passwords in favour of longer, stronger passphrases”.

CERT senior analyst of threat & incident response Sam Leggett said: “The initiative exists as part of CERT NZ’s larger mission to improve the cyber resilience and literacy of all New Zealanders.

“Over the last five years, Aotearoa has seen an increase in reported cyber fraud and crime, at the same time, research shows Kiwis often relegate personal cyber security to the too-hard basket.”

“While the campaign is fun and a bit tongue-in-cheek, the reality is serious.

“Too many New Zealanders use easy-to-crack, short passwords and often they use the same passwords in multiple places.

“While the campaign is fun and a bit tongue-in-cheek, the reality is serious.”

“Because of this they’re at real risk of having their online accounts broken into by cyber attackers.”

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

Motion Sickness CD Jordan Stent said: “We really wanted 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 18 August across digital OOH, street posters, display, search and social channels.


Client: CERT NZ
Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative Director: Jordan Stent
Head of Strategy: Hilary Ngan Kee
Account Manager: Emma Elwood
Head of Media: Josh Hawke
Creative: Jolin Lee
Graphic Design: Josh Hart-vrijkotte
Freelance Designer: Stuart Parker

Production Company: Motion Sickness
Producer: Joseph McAlpine
Creative Director: Jordan Stent

Photographer: Matt Hurley
Photo Assist: Freddy Riddiford
Wardrobe Stylist: Helen Young Loveridge
Art Director: Anna Maxwell
Props Buyer: Tash Hokins

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