That’s right. We made up a new holiday.

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Project Overview

We were asked by Intel to help people give a damn about their online security. After reading that 90% of passwords are considered hackable by security professionals, we raised our fists and declared May 7 World Password Day.

Crazy? Yes. Did it work? Since our first Password Day in 2013, more than 40,000 people have taken our password pledge, and played our addictive Password Grader more than 1,000,000 times. Hundreds websites, blogs, and news outlets helped us promote good password hygiene, and more than 1,000 companies have joined the epic call for password reform.


Marketing Campaign
Messaging & Positioning
Script Writing
Website Design
Social Media Assets

World Password Day 2013

In 2013, we turned Intel’s security education program into a high-performance engagement engine. We created Password Win-an action-based initiative that asked people to replace their current passwords with more secure ones. To show how vulnerable passwords can be, we designed the Password Grader, a fun addictive game, that instantly turns you into a password master. Try our password grader out here.

Paragraph about the GIF here…

We challenged New Yorkers to a password strength test with a high striker version of our password grader, bringing in hundreds of visitors.

World Password Day 2014

In 2014, we built an addictive game called Password Blaster (play it here). Just try and get the song out of your head. We dare you.

We also set up our password grader across California with a smaller spin to win game that focused heavily on deeper engagements that had participants actively learning how to make secure passphrases.

World Password Day 2015

In 2015, we created useful password tips and a campaign that asked people to share their password confessions (embarrassing password blunders and frustrations). We made our favorite responses into fun graphics for social media.

We created a series of videos that brought comic relief to the frustrations of using passwords in real life.

Big Monocle also partnered with talented influencers to tell the stories behind 15 people’s passwords and published a leaked memo from Darth Vader on a Medium channel we coined Unhackable.