UK – The campaign film, Heist, shows balaclava-clad armed bank robbers stealing personal information from staff and customers. The advert by M&C Saatchi shows people offering cash only to have the assailants dismiss it and instead demand information such as their mothers’ maiden names, their home addresses and the names of their children.
The ad concludes with the tagline ‘Your identity is now your most valuable possession’ and provides details of the Royal Mail’s ID Fraud Centre for advice on protecting against identity theft. As consumers spend more and more time online and physical money becomes increasingly obsolete, cyber security threats will only continue to grow. For more on the importance of safeguarding personal data, see our Personal Information Economy trend tracker.