When the digital world is literally at our fingertips, information security isn’t just the responsibility of a few IT experts – we are all accountable.

JTI approached RY to help make their employees aware of the value and vulnerability of the information they share online and educate them about how to protect themselves.


We don’t think about what we can’t see online. JTI wanted to expose the reality of what can happen when we share valuable information, and communicate to its employees that we can not afford to take our digital interactions for granted.

Visualising the world of digital

We wanted to turn something intangible into a real-life experience. With this is mind we decided to convey it through the use of Virtual Reality. VR is an exciting, new technology – its true value lies in creating an enhanced sense of intimacy. By inviting audiences to step beyond the passive state of our media-saturated world and actively participate in the message being conveyed, it allowed us to not only inform employees of the dangers of sharing information, it became an effective catalyst for behavioural change.

Creating a virtual universe

In response, we developed creative treatments that exposed the invisible dimensions of the digital world – the information transmitted, the hacker attacking it and the systems defending it. We then designed an interactive, 360-degree Virtual Reality universe to bring these to life and communicate these dangers to employees. 

We wanted to deliver this message in the most impactful way, so we debuted the VR video at an interactive event held at JTI’s offices, inviting employees to step into this invisible digital world to experience it for themselves.

Award-worthy work

The result was an exciting, interactive event which harnessed the novelty of a VR experience and engaged people who used it. It exposed a home truth: our online connections are easy, effortless and everyday but can have severe consequences if the dangers aren’t known to us. We had a high number of employees try out the 360 experience, with the event appearing in prominent areas of the JTI offices with high footfall, such as the reception.

Our work was also awarded Silver in the EVCOM Screen Awards for Best Screen Innovation at BAFTA.

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