Round 4 of 8: December 

Jerry Hoak.


Creative Director, Droga5 New York

I grew up in a blue-collar suburban town outside of Pittsburgh, PA, where people put French fries on their salads and wore American football jerseys to church on Sunday. I could never really figure out if I wanted to be an artist or some kind of business guy, so I wound up studying advertising. I graduated from the VCU Brandcenter, moved to New York, worked at Ogilvy and Taxi, and then somehow wormed my way into Droga5 in 2011. For the last three years, I've primarily worked on Prudential, but now I'm overseeing a bunch of secret work I can't tell you about.

I don't go to church anymore or wear football jerseys, but I still put fries on my salad. Oh, and that's not my real hair. I lost mine at 25. Side effect of advertising.

Brief: "Can the Spam. Stop phishing."

Create a short film that stops people from being fooled by phishing.
— Jerry Hoak

Can the Spam. Stop phishing.

We're smart, right? You and I would never be fooled into wiring thousands to a Nigerian prince with the hope of making millions. But what if that Nigerian prince was just someone in your HR department named Cindy who emails you to update your password for the company's life insurance plan?


What is phishing?

Phishing is a form of cyber crime where an email is sent from someone you trust. Without thinking (or hesitating), you click the link and it takes you to a site that looks just like you thought it would. And because you're busy, or tired, or just not paying attention, you enter all kinds of info. Within minutes, your company's security system has been breached, or your own personal information is available on the black market.


Why is phishing such a big problem?

It only takes one person out of millions to be fooled for a phishing scheme to be profitable for criminals. And some of the smartest companies and banks in the world have had staff members fall victim. Since 2012, The New York Times, The Washington Post, The Associated Press, Facebook, LinkedIn, Conde Nast and PayPal have all been affected.


The assignment:

Phishing is about numbers. Millions of people are targeted in hopes of just a few taking the bait. So we need an idea that counters with numbers and reaches everyone. If people stop falling for phishing scams, there will be no incentive for the attacks to happen in the first place.


Create a short film that stops people from being fooled by phishing.

I will judge the video based on how convincing it is, and how likely it would be to go viral. Max length: 2 minutes All forms of film are acceptable, including animation.


Reference video:


Reference articles:


Brief Deadline: Midnight (Pacific Daylight Time) January 5th 2015