THE PASSWORD HEIST

What if the weakest CCTV password ever used could help you make your home safer? When the heist of the century revealed that the Louvre’s surveillance camera password was simply “LOUVRE,” the whole world laughed. But Leroy Merlin saw it as an opportunity. "The Password Heist" was a real-time activation that turned the worst password ever into a promo code for home security cameras, leading to an additional €200,000 in CCTV camera revenue. Who’s laughing now?

Awards
D&AD: 1x Graphite in Commerce, 1x Wood in PR, 1x Shortlist in Experiential
One Show: 1x Gold in Social Media, 1x Bronze in Social Media, 1x Merit in Social Media

CREDITS

CCO (BETC): Stephane Xiberras
Creative Director: Matthieu Bouilhot
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Managing Director (BETC): Mathieu Laugier
Head of Strategy: Etienne Averseng
President (Fullsix): Tiphaine Ruault du Plessis
CCO (Fullsix): Ivan Beczkowski
Managing Director (Fullsix): Mathieu Roux
Account Director (Fullsix): Oscar Peteil