Peekaboo

“Peekaboo” delivered unmissable 'in-feed' reminders designed to get people thinking about their browsing privacy while browsing, ultimately asserting the superiority of Safari as “a browser that’s actually private.” Disguised behind the web’s biggest sites, each bespoke execution was designed to match its host site down to the pixel. With custom digital executions for over 30 publications, built for both light and dark modes, websites appeared to be hijacked by a man peeking out from underneath fake news articles before delivering a provocative POV to the person browsing.