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 in a six-part social media mini-series. The characters then continued educating audiences through daily content, influencer collaborations and cross-platform engagement, turning familiar scammers into unlikely cybersecurity experts.

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