HomeEquity Bank

Unmask the Scam

Agency: Zulu Alpha Kilo


Keanu Reeves does not star in HomeEquity Bank’s new anti-scam series.

If Keanu has ever declared his love for you over social media, it’s probably not the real deal. And yet many people around the world have reported being conned out of small fortunes by romance scammers posing as the Canadian actor.

In Unmask the Scam, a new anti-scam online series from HomeEquity Bank (HEB), a deepfake version of Keanu proves to viewers that not everything online is what it seems, while also clearing the famous actor's name once and for all. Across three episodes, the digitally simulated Keanu breaks down the inner workings of three unique scams: the Keanu Romance Scam, the Real Estate Scam and the Tech Support Scam.

As a bank that serves Canadian retirees exclusively, HomeEquity Bank has taken an active role in educating its clients on fraud prevention since retirees are frequent targets of scammers. And for Vivianne Gauci, HEB's Senior VP, Customer Experience and Chief Marketing Officer, this issue recently became personal. "I was targeted by a romance scammer pretending to be an A-list celebrity. I knew the signs so I didn’t fall for the scam, but I still can’t get over how real it looked," said Gauci. "Understanding that retired Canadians feel more vulnerable to scams, I knew HomeEquity Bank had a responsibility to help fight this new kind of fraud.”

Romance scams were responsible for the second highest amount of fraud-related dollar loss in Canada in 2022, with the Canadian Anti-Fraud Centre reporting 1,056 victims being defrauded out of $59 million. And with 34 percent of homeowners aged 55+ in B.C. and Ontario being single, according to research company YouGov, this cohort is an ideal target.

Launched during Fraud Prevention Month, Zulu Alpha Kilo developed the campaign as a follow up to Catch The Scam – an online anti-fraud series from HEB, developed by Zulu in 2020.

This professional campaign titled 'Unmask the Scam' was published in Canada in March, 2023. It was created for the brand: HomeEquity Bank, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Finance industry and contains 4 media assets. It was submitted 6 months ago.


Client: HomeEquity Bank
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Brian Murray
Creative Director / CW: Vinay Parmar
Associate Creative Directors: Dane Boaz / CW, Ivan Mallqui / AD
Art Director: Lucyed Hernandez
Design Director: Dejan Djuric
Agency Producer: Colleen Allen
Account Team: Jessica Hill, Cosmo Haskard, Samantha Tang
Planning Team: Maxine Thomas, Meredith Ferguson
Clients: Yvonne Ziomecki, Vivianne Gauci, Erin Wilson, Niary Toodakian, Richard Taylor, Jack Wilson
Digital Media Agency: iQuanti
PR Agency: Weber Shandwick
PR Team: Jennifer Wasley, Jacklyn Power, Adam Bornstein
Production House: Zulubot
Exec. Producer: Adam Palmer
Post Production Director: Sarah Dayus
Directors: Dane Boaz, Ivan Mallqui
Editing Company: Zulubot
Editor + Colour: Can Yuksel
Online: Mike Sevigny, Alex Boothby, Cecilia Bernasch
Motion Graphics: Miguel Natividad
Audio Engineer: Balance Music / Dino Cuzzolino

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