The Foundation of Cyber Excellence

Creative idea

Cybercrime is one of Latvia’s fastest-growing threats, yet constant warnings have failed to make society more vigilant. To break through the noise, the National Cybersecurity Centre recruited Latvia’s most famous fictional scammers - the characters from the cult comedy The Foundation of Criminal Excellence. Reimagined as The Foundation of Cyber Excellence, the original cast returned to expose modern scam tactics. The campaign launched with a public installation visualising money lost to fraud, followed by a social media mini-series covering romance scams, fake investments and impersonation. The characters then appeared across OOH, social media and influencer content.

Brand name: National Cyber Security Centre
Advertiser / client: Ministry of Defence of Latvia
Product / service: Cyber crime awareness campaign
Campaign name: The Foundation of Cyber Excellence
Agency network: INDEPENDENT AGENCY
Agency: Magic
Creative director: Edgars Kuzmins
Art director: Harijs Grunmanis
Copywriter: Reinis Piziks
Designer: Toms Vilitis
Account director (agency): Inga Rudovica
Strategic planner / strategist: Rihards Ginters
Director: Oskars Rupenheits
Director of photography: Juris Pīlēns
Agency producer: Alise Rogule