Burglar Bootcamp
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.
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 entertaining.
The campaign earned a commendation at the 2024 ICAD Awards and a Bronze Effie Award.
PhoneWatch Phobia
For the sequel, we revisited the character of our once-expert burglar (Trevor is her name by the way. Yes Trevor.) who was now dealing with the emotional fallout of PhoneWatch's growing market presence. This more intimate execution allowed us to go deeper with the character, while bringing in the range of features that PhoneWatch offers.
Burglar Bootcamp Field Trip
Between these two campaigns above, I exapanded on the Burglar Bootcamp world in audio. This spot follows Trevor as she takes her class of rookie burglars on a field trip to jail to teach them what’ll happen if they don’t follow her No.1 rule.
Agency
Boys + Girls
Art Directors
Faye Larkin & Robin C. Keatings
Creative Director
Jake O Driscoll
Chief Creative Officer
Rory Hamilton
Production Company
Bodacious
Director
Chris Cottam