Hackers recently found themselves falling into a digital honeypot. Behind the trap was Hiscox, a business insurance agency. Its studies had revealed that one in every three small businesses is a victim of cyber attacks, and it wanted to bring this problem to life with a campaign. So AMV BBDO put in place a digital poster linked to a series of proxy servers that was actually a lure – a honeypot – designed to tempt hackers. With each attack, the poster lit up with pulsing red lights. A total of 23,000 per day! The poster alerted passers by to the scale of the problem, while also suggesting that having the right insurance advisor could minimise the risk or, if the worst happened, get them back on the right track after an attack.