Copy & Concept

To advertise PhoneWatch’s home security systems, we decided to approach this campaign from the unexpected angle of the burglars rather than the actual consumers. Instead of showing the peace of mind this product gives its users, which may have been a safer option (pardon the pun!), we decided to focus on the fear it instils in burglars. This way, we could highlight the product’s impressive features with drama, without it sounding self-praising. 

Everyone knows villains are more interesting than heroes, but it isn’t often that you get to have a criminal as the lead character in your ads. It was fun to thread the line between presenting her as a bad person yet making her charming and somewhat empathetic.