As the makers of the world’s most secure and manageable PCs and printers, HP wanted businesses in the UAE to put more thought into their cyber security. With an increase of 23% in cyber attacks year over year, we not only wanted them to question the security of their devices but also demonstrate how HP can make them more secure at the same time. So we sent out a direct mail with a simple message: no device is secure unless you’ve got HP Secure PCs and printers. It included a camera blinder to keep their privacy safe from prying eyes but also turned a security risk into a small ad space for hp. It doubled as a constant reminder of how unsecure their devices can be until they upgrade to HP.