Your Data's Double Life

Most people think they're in control of their data. This campaign is built around the idea that they're not. Your Data's Double Life is an immersive branded experience concept exploring AI and data privacy designed for Carriageworks, Sydney. The campaign targets people who assume they have "nothing to hide," and reframes that assumption through social media, OOH, activations, and physical touchpoints. The core idea: your data is living a life you don't see.