We turned password education into a viral Internet holiday.

In 2013, Intel told us a new study had found that 90% of passwords were considered hackable by security professionals. Yikes. Then, they asked us if we could create a campaign to get internet users to give a damn about passwords as part of their Consumer Security Education program. We love a challenge, so we said "hell yes we can." We took the job and created a brand-spanking new holiday, declaring the first Thursday in May World Password Day — a day to celebrate all things password security. Crazy? Yes. Did it work? Hell yes. Since its launch in 2013, World Password Day has taken on a life — celebrated internet-wide — not just by Intel — but by Google, Amazon, the National Cyber Security Awareness Alliance, the Department of Defense — and 1000s more. Driving more than 1,000,0000 unique visitors to Intel's Consumer Security Education microsite, generating 500MM+ earned impressions, and more than 100,000 social media shares, it's safe to say the campaign was a success. And did we mention Betty White even became the official Password Day spokesperson in 2016. Our crazy idea has truly take on a life of its own.

Client

Intel

Services

Marketing Campaign, Messaging, Video, Ads, Web Design, Social Media

Industry

All Work

2013-2014

2015-2017

2021

World Password Day — 2013-2014

Intel asked us to help people give a damn about their online security, so we raised our fists and declared May 7 World Password Day — a global holiday to check up on your password health.

Crazy? Yes. Did it work? Hell yes. Hell yes. Our 1st annual Password Day generated 59M earned impressions, drove more than 1M unique visitors to Intel’s Consumer Security Education website, and saw 30,000+ Twitter users take an Intel Password Day pledge to upgrade their passwords. Since then, it’s only grown.

In 2014, we built an addictive game called Password Blaster (play it here) and created shareable social content. We also set up our password grader across California with a smaller spin to win game that focused heavily on deeper engagements that had participants actively learning how to make long, strong passwords.

World Password Day — 2015-2017

For World Password Day 2015, actor and comedian Matt McCarthy starred in a series of knee-slapping password-themed videos. We spun up a viral Medium publication called Unhackable, partnering with New York Times journalist Ian Urbina to tell the stories behind 15 people’s passwords, and even published a leaked memo from Darth Vader about how bad passwords brought the downfall of the Empire.

Watch the full video series here

“WhyDoTheDogsWakeMeOnSundays,” and “Toomuchbakingsodamakesyourcakeabitfizzy”: Darren Pauli’s old passwords, chosen to make his wife laugh when he shared them with her.
A once-closeted gay man in Bombay, Aditya Joshi for years used “Iamgay” as his password. With each typing, he said, “my confidence about myself grew by a tiny bit.”
Madison Romero always followed the rules. Then he decided to do something unexpected: buy a tarantula to frighten his friends. It didn’t work. They were fascinated instead. A humorous failure, it became his password: “scaryspider.”

Meet Betty White, the official Password Day 2016 spokesperson

VIEW WPD ’16 CASE STUDY

2017 saw cities around the United States — Pittsburgh, Portland, and more — declare World Password Day an official holiday. We leveled up Intel’s Consumer Education Program program with the #LayerUp Field Guide, that made two-factor authentication fun and easy.

Whereas the City of Santa Clara, is one of the fastest-growing technology centers in the United States, with numerous growing and dynamic companies; and

Whereas as the digital age presents new opportunities for our economy, our businesses, and our people, it also brings new threats, like identity theft and online fraud, that we must adapt to address; and

Whereas passwords are critical gatekeepers to our digital identities, and new technology called two-factor authentication, is available for free on most applications and websites and allows individuals to add powerful layers of protection to their logins; and

Whereas, World Password Day was created to bring awareness and education to individuals and businesses to the availability of these free security protections;

Now, therefore, I, Lisa Gillmor, Mayor of the City of Santa Clara, California, the “Center of What’s Possible,” do hereby proclaim the first Thursday in May, May 4, 2017 this year, to be Password Day in Santa Clara, and encourage all residents to observe this day.

Password Day Proclamation from Lisa Gillmor Mayor of Santa Clara, 2018-current

World Password Day 2021

For 2021, we revamped the World Password Day logo to match the new Intel brand that was rolled out in 2019. New social media graphics. New partners.

Hungry for more?

World Password Day 2016

Partnering with Betty White to give the world a password pep-talk.

Is This TMI?

You wouldn’t post it in real life. Don’t do it online.