What if the weakest CCTV password ever used could help you make your home safer?
When the world discovered that the Louvre’s surveillance password was… “LOUVRE”, everyone had a laugh. Leroy Merlin decided to turn it into something useful. Introducing The Password Heist: use the same password as a promo code to get a discount on home security cameras.

The Password Heist

CREDITS

CCO: Stephane Xiberras
Creative Director: Matthieu Bouilhot
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Managing Director: MathieuLaugier
Head of Strategy: Etienne Averseng
President (BETC Fullsix): Tiphaine Ruault du Plessis
CCO (BETC Fullsix): Ivan Beczkowski
Managing Director (BETC Fullsix): Mathieu Roux
Account Director (BETC Fullsix): Oscar Peteil

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

Ideas Baked Proper Good

MEET THE BAKERS

Close-up of violin strings, bridge, and tailpiece.

EST.

2018

FRESHLY MADE EVERYDAY

Swirling swirls of brown, beige, and cream-colored chocolate and vanilla ice cream with a wooden ice cream stick that reads "MAGNUM true to pleasure".
Two people lying on a bed with a pink tufted headboard, surrounded by large teddy bear stuffed animals, one black and one pink, with pink floral wallpaper in the background.

Be Sweeter Than The Sweetest / Axe

Video game box cover for "TAG: The Game," featuring illustrated characters, including a blonde girl reaching out, and silhouettes of kids running. The phrase "ONLY AVAILABLE IN REAL LIFE" appears at the top, with various ratings and logos at the bottom.

TAG: The Game / Persil UK

A young man with curly hair, wearing a patterned shirt and tan pants, lies on the floor propped on his elbows. To his left, there is a black spray can labeled "LYNX With Catnip," featuring an image of a white cat.
A collection of open photo books displaying images of people's legs, arms, and bodies, with some pages showing abstract or unclear content.

Let’s Wash Away The Taboo / Persil

A woman walking in a park with trees and bushes, holding a popsicle and a handbag, surrounded by flying white pigeons during the daytime.
A man wearing traditional South Asian attire standing on the beach, looking away, beside a red ice cream vending board with illustrations of various ice cream flavors and types, near a small ice cream freezer labeled 'Wall's' and a beachside shop with a sign that reads 'Sea View'.

The Solar Priceboard / Wall’s

A woman in a sheer, brown, sculptural outfit with metallic accents posing on a red backdrop with large white cursive writing.
Portrait of a woman with braided hair, wearing colorful earrings, a patterned scarf, and sitting against a green background.

AWA x Magnum

The Vegan Dress / Magnum

Thick, cracking chocolate / Magnum

Lynx with Catnip / Lynx UK

Melting Icon / Magnum UK

An elderly man with a long white beard and glasses, dressed in a white shirt and red pants, sitting on a plaid armchair and reading a letter in dimly lit room.
Three people sitting on a park bench, each holding an ice cream cone, engaging in conversation. The setting appears to be late afternoon or early evening in a park.

Cornetto feat. Cha Eun-Woo

A person playing a grand piano on a stage with a large fiery sun and lightning in the background.
Close-up of a chocolate chip ice cream bar coated with crushed chocolate, placed on a light beige surface.

The Pleasure Remixed / Magnum

A cardboard box of PG Tips tea on a table surrounded by plush animal toys including a bear, a zebra, a pig, and a giraffe, with cups, saucers, and a teapot.

Make The Switch / PG Tips UK

JVKE feat. The Sun / Magnum

A woman wearing a green scarf around her neck is seen through a smartphone screen, standing in front of a collage of photos, many of which feature the same green scarf. The background behind the collage is dark green.

Filterless Filter

The Password Heist / Leroy Merlin

The Most Unexpected Gift / ToysRUs

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·