Toxic Frog vs Fraud
Клиент
Freedom bank
Рабочая группа
Nail Muratov – Creative Director
Dariya Orazbayeva – Creative Group Head
Yerkebulan Kaliyev – Art Director
Shyngys Makanov – Art Director
Olzhas Bayalbayev – Art Director
Dmitriy Larionov – Head of Strategy and Toadess’s voice
Yeva Balyberdina – Account Manager
Vyacheslav Ligay – Motion Designer
Oleg Nepomnyachshikh – Motion Designer
Alyona Korotkih – Graphic Designer
Dimash Aripbayev – Copywriter
Renat Poposhev – Composer
Artur Karabajak – Business Development Director
Задача
Problem:
In the last three years, internet fraud in Kazakhstan has tripled, with 21,800 cases reported in 2023. The economic damage exceeded 17.5 billion KZT (37 million USD). Despite financial literacy, scammers manipulate victims' fears, leading to panic and compliance.
Idea:
To counteract this, we weaponized toxicity against scammers by creating the most toxic influencer, Toadess Frogswarth, who gives toxic advice against fraud. Toadess, embodying toxicity and greed, uses her Instagram and TikTok comic series to expose schemes, bully scammers, and teach people to laugh in the face of fraud. In 8 comic episodes, she transforms fear into empowerment.
We enlisted 8 bloggers, who voiced characters for free, to join our toxic fight against fraud.
Results:
Without any media investment, our campaign reached over 2,190,000 people, teaching them to mock and resist scammers. Most importantly, our toxic advice helped decrease internet fraud cases by 1.5% in early 2024.
Join Toxic Toadess in the fight against fraud at @toxic_baqa on Instagram and TikTok.
