Dina Försäkringar

About Dina Försäkringar

The first ever deep faked ad

Profile hacks and deep fakes are wreaking havoc on the internet, making it almost impossible to know what’s real and what not. To drive a message of cyber security home for the innovative Swedish insurer, we did exactly what we are warning people about: we hijacked the identity of singer Danny Saucedo. The results were weird, and also incredibly positive.

The challenge

Today, we spend most of our lives online. New technology, along with all the information we share about ourselves online, has made it easy to steal someone's identity online. Hacked accounts, stolen images and fake profiles are now commonplace. In fact, online identity theft has become the fastest growing crime in Sweden.

Dina Försäkringar wanted to raise awareness about online safety, and at the same time promote their new cyber helpline service (now included in all home insurance plans).

Our solution

We decided to use the same modus operandi as the criminals: hijack someone's identity online to illustrate the problem. To drive the 'talkability' factor even further, we added deep fake technology to the mix.

For one week, Swedish pop artist and influencer Danny Saucedo (349k followers) appeared in a super weird (and obviously fake) live shopping advert on Instagram. People couldn’t wrap their heads around it! We then exposed the fraud by letting Danny post a video explaining it all on his Instagram. This linked to a campaign site with online safety advice and helpful tips from Dina Försäkringar.

The results

The first ever deep faked ad in Sweden showed just how easy it is to trick people online but also that help is at hand should it happen to you.