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201902-Cert-Naivac-KV 2

Client

CARNET

Brand

CERT.hr

Date

March 2019

Category

Social impact

THE GREAT CROATIAN NAIVES

IDEJA X Social causes: gold
IDEJA X Design: bronze
Behance
Indoor kreativac 2019 silver
Balcannes 2019 Top 25
Effie Other: bronze

Print and other “old” media has been replaced by the internet, and the amount of trust
 in these traditional media just transferred onto new ones. Can pixels on a screen be as
trustworthy as ink on paper? How to instill a healthy amount of skepticism towards the 
internet, a media whose checks and balances are basically non-existent?


WE DON'T NEED NO EDUCATION. OR DO WE?


Every day a large amount of people falls for one of the various internet scams, and
 the main reason is their naivety. Due to the demographic (older citizens) or an inadequate
 educational system (youth), most of the population is self-taught in navigating online space,
 which is why they naively accept things at face value, and thus become the 
perfect target for more or less sophisticated methods of scamming. How do we warn them?


DO WE HAVE TO PAINT YOU A PICTURE?


We’ve found the solution in an idea about Croatian naive art - about people who become 
victims of malicious internet scammers. Apart from depicting their risky behaviours we wanted 
to additionally underline naivety as the main source of problems, which was done through an
 homage to Croatian naive art; a renowned movement from the 20th century which became such a perfect source of inspiration for the art direction and visual setting of the campaign.


After getting their portraits done, the great Croatian naives starred in a series of TV ads in which we acquainted the public with their unfortunate stories so as to warn them not to make the same naive mistakes.

24 FRAMES PER... 3 MONTHS


The visuals and TV commercials were a process over the course of a couple of months, during which the illustrator in the style of naive drew the frames picture by picture, which
 the animators then put together into an actual little animated film.

101 MILLION VIEWS IN THE FIRST 24 HOURS

Don’t be naive to believe everything you read online (except if it was from Señor). Here are slightly more realistic but still great results: the number of reported incidents has increased by 60% compared to the same interval last year (which means that users recognize CERT.hr as a relevant institution for online security), while activities on CERT social networks increased by 260% during the campaign. Obviously we are becoming less and less naive.

Credits

SEÑOR

Vanja Blumenšajn ~ Very Creative Director, Copywriter | Jurica Ćorluka ~ Creative Director, Copywriter | Damir Mazinjanin ~ Art Director, Designer | Alen Lipuš ~ Art Director, Designer | Miro Čavar ~ UX/UI Designer | Danijela Maričević ~ Account Director | Anamarija Vuić ~ Account Executive Junior | Iva Kaligarić ~ Strategic Director

Associates

Vedran Klemens ~ Illustrator | Marin Balaić ~ Animator | Chris Correia ~ Animator | Dubravko Robić ~ Composer | Ladislav Župančić ~ Fullstack developer

CARNET

Marina Dimić Vugec ~ Computer Systems Specialist, Department of National CERT | Svan Hlača ~ Senior Technician, Department of National CERT | Ana Smoljo ~ Head of Communications Office | Nino Ćosić ~ Marketing Coordinator | Goran Škvarč ~ Coordinator of International Cooperation

201902-Cert-Naivac-KV 2
I've realized that naivety is kinda like virginity - once it's lost, you can never get it back. But at least you can pretend. :*

VEDRAN KLEMENS - ILLUSTRATOR

201902-Cert-Naivac-KV 2
Right before the campaign launch we got cold feet about being sued by someone who shares a name with one of our naive characters. But we liked the names so much that we decided to keep them after all. So real Josip Švigir, thanks for either missing the commercial or being a really great guy.

JURICA ĆORLUKA - CREATIVE DIRECTOR

senor no hablo espanol