James Jefferson: How to Grow Rich During the Pandemic

A fraud-awareness campaign with Leo Burnett and Dubai Police built around a fictional Welsh fraudster, James Jefferson, promoting a fake get-rich book. It ran as a short film ending in his arrest, an Instagram series of Fraudsters Asked Questions, a weekly Spot the Fraudster live game show hosted by a Dubai influencer, an AR filter and an information site. It reached over five million people in the UAE and later won three Gold Effies.

The brief

UAE banking customers spending more of their lives online during the pandemic, as fraudsters' tactics grew more sophisticated.

The idea

Emirates NBD invented a fraudster, James Jefferson, hawking a fake get-rich book, then exposed his tricks through a film ending in his arrest, Instagram Q&As, a live game show and an AR filter.

What to borrow

Inventing a believable scammer and then exposing him in public teaches people to spot fraud through a story they can follow.

Brand	Emirates NBD
Agency	Leo Burnett India
Talent	Not named
Channels	digital, social
Source	Campaign Middle EastCommunicate Online