Fraud is no fairy tale: Proactive Campaign
Standard Bank
Standard Bank Group is Africa’s largest bank, with a 160-year track record. Wunderman Thompson (now VML) is a global creative agency with 90 offices around the world, bringing people bring together to deliver creative storytelling, diverse perspectives, and inclusive thinking to drive growth for clients. Working under VML, my team and I created this proactive campaign for Standard Bank.
⚡️ The Brief
Consumers don’t know when they are a victim of fraud, how do we make them more aware?
🧠 The Insight
1. South Africa recorded a 600% increase in fraud cases between 2018 and 2022.
2. Fairy tales are familiar stories used to spread cultural values and knowledge.
2. Fairy tales are familiar stories used to spread cultural values and knowledge.
💭 The Challenge
How can we use fairy tales to spread awareness around fraud?
💡The Solution
Fraud is no fairy tale leverages widely-recognised fairy tales to illustrate common fraud tactics. By weaving these tactics into familiar narratives, this campaign aims to engage and educate audiences about online security and the importance of recognising and avoiding prevalent scams. Financial stories shouldn't have to begin with "Once upon a scam...".
✨ The Team
Creative Directors: Theo Ferreira, Neil Meyer, Francois Botes, Natasha Rose & Fran Luckin
Copywriting: Sifiso Hlongwane
Animation, Graphic Design & Illustration: Stefan Smit, Mikayla Humphries & Jessica Wright
User Interface Design: Mikayla Humphries
Audio mastery: Miguel Loureiro
Voice actors: Tumisho Masha & Precious Nkadimeng
Client Service Director: Anna Svetlana Nashandi
Digital Account Director: Dimpho Sesinyi
Client: Busi Mabuza from Standard Bank
Copywriting: Sifiso Hlongwane
Animation, Graphic Design & Illustration: Stefan Smit, Mikayla Humphries & Jessica Wright
User Interface Design: Mikayla Humphries
Audio mastery: Miguel Loureiro
Voice actors: Tumisho Masha & Precious Nkadimeng
Client Service Director: Anna Svetlana Nashandi
Digital Account Director: Dimpho Sesinyi
Client: Busi Mabuza from Standard Bank
🎨 The Outputs
We included the following in our pitch to the client:
✔️ Radio sample
✔️ Microsite mock up
✔️ Out of home installation
✔️ Digital billboards
✔️ Radio sample
✔️ Microsite mock up
✔️ Out of home installation
✔️ Digital billboards
📻 Process & key lead visuals
📍Out of home installation
Proposed to be an interactive installation at a Comicon event.
💻 Digital touch points
With strategic partnerships, we can reach our target consumers. WeTransfer allows us to educate users around the dangers of fraud in liminal spaces where users wait to download and upload files. A microsite allows us to host all of the crafted stories and drive traffic to a single source (allowing us to also measure the success of the digital campaign).
📺 Digital Billboards
Taking advantage of liminal spaces, digital billboards direct commuters to the microsite where they can listen to the stories while waiting for their plane / train / bus, etc.These feature a QR code to drive traffic to the microsite where the audio stories are hosted. For accessibility, the audio plays with subtitles.
📻 Live project
The below is the first in the series that is live.
