An email is easy to ignore. And honestly? Most people will walk past a poster without looking up from their phone. But a 10-foot “phishing” hook hanging from the rafters is damn near impossible to ignore.

Freddie Mac’s IT team tasked us with developing a creative way to raise awareness around the increased cyber threats that were endangering the financial sector — and to see if we could change behavior to ensure that employees would do their part to keep Freddie Mac’s system secure. We didn’t want to instill fear, but we needed to communicate that major consequences could result from clicking, opening, or downloading something without absolute certainty.

So we put a giant bear trap next to our café.

We wanted to show that traps are being laid all then time — and while some are obvious, others may not be. Our over-the-top execution was so disruptive and engaging to the run-of-the-mill corporate experience that it went viral across campus, with employees discussing the traps on Glassdoor, posing for selfies, and, most importantly, changing their behavior. Our campaign helped reduce clicks in simulated phishing tests by nearly 20% across the enterprise.