about
work
contact
Creative Director / Art Director / Designer
ael augusto
raf
about
work
contact
raf
2021
CD Creative Direction
C Concept
AD Art Direction
ED Editing
M Motion
A campaign that turned fraud tricks in anti-fraud learnings.
2021
CD Creative Direction
C Concept
AD Art Direction
ED Editing
M Motion
A campaign that turned fraud tricks in anti-fraud learnings.
2021
CD Creative Direction
C Concept
AD Art Direction
ED Editing
M Motion
A campaign that turned fraud tricks in anti-fraud learnings.
watch_the_campaign_case
explore_the_campaign_story
the_challenge
The pandemic hit people hard financially, forcing them to look for extra ways to make money online. It made them prime targets of fraudsters who posed as bankers, recruiters, govt. officers, and even vaccine dealers to steal people's money. In fact, fraud cases had risen by an alarming 250% in the UAE during the pandemic.
the_idea
We created a fictional character, James Jefferson, a mysteriously wealthy man who led a lavish life. He promised to share the secrets of his financial success with all those seeking easy wealth through his new book "How To Grow Rich During the Pandemic".
social_profile_@jjj_jerfferson
social_profile
_@jjj_jerfferson
Inspired by the tactics of the most notorious fraudsters in the world, we created his social media profile to post his lavish lifestyle. Influencers and chat groups helped us hype up his profile, which became an instant hit among unsuspecting followers. In his posts, he promised to have the secret of making people rich, which he made available in his new upcoming book.
Inspired by the tactics of the most notorious fraudsters in the world, we created his social media profile to post his lavish lifestyle. Influencers and chat groups helped us hype up his profile, which became an instant hit among unsuspecting followers. In his posts, he promised to have the secret of making people rich, which he made available in his new upcoming book.
the_chapters
To promote his book, JJ released videos teasing people about its contents. The videos also revealed JJ’s true personality, one not as charismatic as his Instagram lifestyle. The videos were also spread through WhatsApp groups and influencers to increase visibility. It generated outraged reactions.
the_chapters
To promote his book, JJ released videos teasing people about its contents. The videos also revealed JJ’s true personality, one not as charismatic as his Instagram lifestyle. The videos were also spread through WhatsApp groups and influencers to increase visibility. It generated outraged reactions.
the_chapters
To promote his book, JJ released videos teasing people about its contents. The videos also revealed JJ’s true personality, one not as charismatic as his Instagram lifestyle. The videos were also spread through WhatsApp groups and influencers to increase visibility. It generated outraged reactions.
the_podcast
James Jefferson also promoted the upcoming book in his podcast, where he showed his narcissistic personality and discussed in-depth the tactics of becoming rich more easily.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
the_podcast
James Jefferson also promoted the upcoming book in his podcast, where he showed his narcissistic personality and discussed in-depth the tactics of becoming rich more easily.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
the_podcast
James Jefferson also promoted the upcoming book in his podcast, where he showed his narcissistic personality and discussed in-depth the tactics of becoming rich more easily.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
Episode_01
0:00/1:34
Growing rich is an art form that James Jefferson has mastered like no other soul in this world. In this episode, he talks about the first step you can take towards amassing wealth. He belives you can "bank" on it. ;)
Episode_02
0:00/1:34
Charity may begin at home, but the donated amount should end up in your bank account, believes the great James Jefferson. In this episode, he talks about how one person's misery can help another live a life of luxury.
Episode_03
0:00/1:34
In this episode, James talks about other career options like Lottery Operator, Police Officer, and Vaccine Supplier that one can pursue to multiply their wealth in no time.
Episode_04
0:00/1:34
In this episode James shows how financially rewarding it can be to pose as a property dealer, the CEO of a company or a pet seller.
Episode_05
0:00/1:34
In this episode, James lists down the last of the career options - Recruiter, Embassy Officer, and Gamer - that can guarantee anyone a life of riches during a pandemic.
Episode_06
0:00/1:34
In this episode, James talks about a very important topic - qualities to avoid if one dreams of growing rich. He clearly highlights how useless Kindeness, Honesty, Regret, and other such qualities are.
the_main_film
The film revealed a dark truth behind James Jefferson's tricks of becoming rich. Posing as bankers, police officers, CEO's and even vaccine suppliers.
this video is better viewed in full-screen or horizontal mode
the_main_film
The film revealed a dark truth behind James Jefferson's tricks of becoming rich. Posing as bankers, police officers, CEO's and even vaccine suppliers.
this video is better viewed in full-screen or horizontal mode
the_main_film
The film revealed a dark truth behind James Jefferson's tricks of becoming rich. Posing as bankers, police officers, CEO's and even vaccine suppliers.
this video is better viewed in full-screen or horizontal mode
the_website
JJ's website was used as a hub to showcase fraudsters' tactics to defraud people, making available his masterclasses, podcast and book for download. Through entertainment, we've turned his fraud tactics into anti-fraud learnings.
-
www_jjj-jefferson.com
x
the_website
JJ's website was used as a hub to showcase fraudsters' tactics to defraud people, making available his masterclasses, podcast and book for download. Through entertainment, we've turned his fraud tactics into anti-fraud learnings.
-
www_jjj-jefferson.com
x
the_website
JJ's website was used as a hub to showcase fraudsters' tactics to defraud people, making available his masterclasses, podcast and book for download. Through entertainment, we've turned his fraud tactics into anti-fraud learnings.
-
www_jjj-jefferson.com
x
instagram_F.A.Qs
We turned his post-arrest confession into FAQs - Fraudster Answer Questions - A live session that answered people's most-asked questions on fraud and how it takes place.
instagram_F.A.Qs
We turned his post-arrest confession into FAQs - Fraudster Answer Questions - A live session that answered people's most-asked questions on fraud and how it takes place.
instagram_F.A.Qs
We turned his post-arrest confession into FAQs - Fraudster Answer Questions - A live session that answered people's most-asked questions on fraud and how it takes place.
instagramLive_Gameshow
After exposing the fictional fraudster, we went about explaining real frauds. We roped in one of the UAE's RJs and influencers, KRIS FADE, and created SPOT THE FRAUDSTER. It was an interactive Instagram game show that had three actors pose as bankers, charity workers, CEOs, and more. Depending on what these actors said, users had to guess who was the fraudster in the history.
instagramLive_Gameshow
After exposing the fictional fraudster, we went about explaining real frauds. We roped in one of the UAE's RJs and influencers, KRIS FADE, and created SPOT THE FRAUDSTER. It was an interactive Instagram game show that had three actors pose as bankers, charity workers, CEOs, and more. Depending on what these actors said, users had to guess who was the fraudster in the history.
instagramLive_Gameshow
After exposing the fictional fraudster, we went about explaining real frauds. We roped in one of the UAE's RJs and influencers, KRIS FADE, and created SPOT THE FRAUDSTER. It was an interactive Instagram game show that had three actors pose as bankers, charity workers, CEOs, and more. Depending on what these actors said, users had to guess who was the fraudster in the history.
12,2M
people actively engaged
with the campaign
$2,1M
earned media value
3.6%
increase in brand recall
47%
of UAE population reached
with minimal spend
12,2M
people actively engaged
with the campaign
$2,1M
earned media value
3.6%
increase in brand recall
47%
of UAE population reached
with minimal spend
Gold
Banking
Gold
Branded Content
Gold
Social Media
Gold
Connection Strategy
Gold
Regional Strategy
Silver
Social & Influencer
Silver
Film
Bronze
Crisis Response
Shortlist
Film Craft
Publication
Best PSA Campaign
see_the_campaign_credits
Agency
Agency
Leo Burnett
Group CEO
Bassel Kakish
Executive Creative Director
Rafael Augusto
Senior Copywriter
Farhan Siddiqui
Art Director
Aditi Shah
Head Of Arabic
Shadi Kermasho
Senior Arabic Copywriter
Haytham Lamah
Head of A/V Production
Shereen Mustafa
Agency Producer
Judy Lamaa
Chief Strategy Officer
Tahaab Rais
Head of Strategy & Insights
Aakriti Goel
Planning Director
Pooja Beri
Junior Planner:
Lama Mosallem
COO & CDO
Samer Shoueiry
Deputy Managing Director
Joelle Jammal
Group Communication Director
Sonal Chaddha
Communication Manager
Soraya Jomaa
-
Agency
Agency
Leo Burnett
Group CEO
Bassel Kakish
Executive Creative Director
Rafael Augusto
Senior Copywriter
Farhan Siddiqui
Art Director
Aditi Shah
Head Of Arabic
Shadi Kermasho
Senior Arabic Copywriter
Haytham Lamah
Head of A/V Production
Shereen Mustafa
Agency Producer
Judy Lamaa
Chief Strategy Officer
Tahaab Rais
Head of Strategy & Insights
Aakriti Goel
Planning Director
Pooja Beri
Junior Planner:
Lama Mosallem
COO & CDO
Samer Shoueiry
Deputy Managing Director
Joelle Jammal
Group Communication Director
Sonal Chaddha
Communication Manager
Soraya Jomaa
-
Agency
Agency
Leo Burnett
Group CEO
Bassel Kakish
Executive Creative Director
Rafael Augusto
Senior Copywriter
Farhan Siddiqui
Art Director
Aditi Shah
Head Of Arabic
Shadi Kermasho
Senior Arabic Copywriter
Haytham Lamah
Head of A/V Production
Shereen Mustafa
Agency Producer
Judy Lamaa
Chief Strategy Officer
Tahaab Rais
Head of Strategy & Insights
Aakriti Goel
Planning Director
Pooja Beri
Junior Planner:
Lama Mosallem
COO & CDO
Samer Shoueiry
Deputy Managing Director
Joelle Jammal
Group Communication Director
Sonal Chaddha
Communication Manager
Soraya Jomaa
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Client
+
Client
+
Client
+
Production
+
Production
+
Production
+
Partners
+
Partners
+
Partners
+