Description
With one in five Brits (22%) experiencing a fraud attempt every single week*, O2 and VCCP’s AI creative agency faith have today launched a first of its kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers' own biases, Daisy became the perfect scambaiter.
This professional campaign titled 'Scambaiters' was published in United Kingdom in November, 2024. It was created for the brand: O2, by ad agencies: faith, Girl&Bear, and VCCP. This Content, Digital, and Film media campaign is related to the Electronic Devices, Electronics, Technology, and Public Utility industries and contains 1 media asset. It was submitted 6 months ago.
Credits
CAMPAIGN TITLE: O2 Scambaiters
CLIENT: O2
CREATIVE
CREATIVE DIRECTORS (FAITH): Ben Hopkins & Morten Legarth
EXECUTIVE CREATIVE DIRECTORS (VCCP): Chris Birch & Jonathan Parker
DEPUTY EXECUTIVE CREATIVE DIRECTOR (VCCP): David Masterman
SENIOR CREATIVES: James Lucking-Pham & Filipe Birck
ACCOUNT
SENIOR ACCOUNT DIRECTOR: Jonathan Andrews
BUSINESS DIRECTOR: Helena Chaplin
SENIOR ACCOUNT MANAGER: Jamie Glazer
STRATEGY
PLANNING DIRECTOR: Lotte Jones
JUNIOR PLANNER: Liberty Covill
FAITH LEADERSHIP
CEO: Michael Sugden
CSO: Michael Lee
MANAGING PARTNER AND HEAD OF SOCIAL & INNOVATION: Alex Dalman
PRODUCTION
INTEGRATED CREATIVE PRODUCER: Pip Seymour-Judd
EXECUTIVE PRODUCER: Charlotte Borrell
PRODUCERS: Richard Guy & Hannah Chitty
POST PRODUCER: Finlay Macaulay
TECH
TECHNICAL DIRECTOR: Phil Beaman
PROMPT & DIFFUSION MODEL ENGINEER: Gabriele Lanzafame
PROJECT DIRECTOR: Ravi Patel
MANAGING PARTNER: Kerry Howell
LEGAL
LEGAL COUNSEL: Lois Child
GROUP GENERAL COUNSEL: Rebecca Coleman
GIRL&BEAR/ARTLAB
ARTLAB MANAGER: James Perry
RESOURCE MANAGER: Yasmine Moridi
DESIGN DIRECTOR: Tom Loach
SENIOR DESIGNERS: Matt Montgomery-Taylor & Leila Amin
