The Hacked Roblox Concert

Creative idea

Kids adore online games, but they're often easy targets for cyber-attacks. To highlight that cyber threats can strike when least expected, even at an event hosted by a bank, we set up a concert of a beloved artist on Roblox, one of the most popular gaming platforms among kids. As excitement peaked, the concert was suddenly interrupted and a hacker took over the game. Kids had to team up to catch the villain by tackling challenges like spotting scam and crafting strong passwords. This unexpected adventure made them dive deep into online safety lessons while having fun. Now, they're better prepared for the digital world's surprises.

Brand name: ING
Advertiser / client: ING
Product / service: ING Mobi Account
Campaign name: The Hacked Roblox Concert
Agency network: SERVICEPLAN
Agency: GONG Gliwice
Media agency: MEDIAHUB
Additional company: Game Changer
Production company: GAME CHANGER
Web address: https://www.roblox.com/games/8458974184/Miasto-ING-Z-ap-hakera
Creative director: Michał Bucholc
Art director: Damian Czarnota
Copywriter: Grzegorz Luft
Account director (agency): Monika Poryszewska
Media director: Bartłomiej Stańczak
Strategic planner / strategist: Marcin Nowicki
Director: Tomasz Przeździecki / Game Changer , CEO
Agency producer: Karol Masalski / Game Changer
Digital production: Olga Rutkowska
Digital creative: Daria Solarz / GONG
Additional company: ING: Barbara Pasterczyk , Communication and Brand Experience Director | Stanisław Kijowski, Strategy Director | Magdalena Horzela, Principal Expert | Anna Witecka, Expert Lead | Łukasz Król / Marketing Expert