What if the weakest CCTV password ever used could help you make your home safer? When the heist of the century revealed that the Louvre’s surveillance camera password was simply “LOUVRE,” the whole world laughed. But Leroy Merlin saw it as an opportunity. "The Password Heist" was a real-time activation that turned the worst password ever into a promo code for home security cameras, leading to an additional €200,000 in CCTV camera revenue. Who’s laughing now?

Awards
D&AD: 1x Graphite in Commerce, 1x Wood in PR, 1x Shortlist in Experiential
One Show: 1x Gold in Social Media, 1x Bronze in Social Media, 1x Merit in Social Media

The Password Heist

CREDITS

CCO: Stephane Xiberras
Creative Director: Matthieu Bouilhot
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Managing Director: Mathieu Laugier
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 · © ·