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An anti-fraud campaign under the line 'With our caution, their tricks won't work' that staged scams instead of describing them. A cinema ad invited the audience to scan a QR code for a deal, then made their phones appear to glitch before an influencer delivered the warning on screen; a comedian fronted a satirical film called 'Learn to Scam in 90 Seconds'. Built in three phases and pushed on Snapchat and TikTok.

The brief

Saudi phone users facing online fraud that grows more convincing every year.

What to borrow

Letting an audience briefly fall for a harmless fake scam turns a dry safety warning into something they lived through.