Scams Escape Room
Project Experiential Marketing
(XM) Activation
Role Art Direction, UX/UI Design
Client The Canada Revenue Agency
Year 2024
With scams on the rise, the CRA had a goal to start conversations on the topic of scams and help Canadians question, recognize, and protect themselves against getting scammed.
Can you spot the scams? We challenged Canadians to put this question to the test and see for themselves through the interactive Be Scam Smart Escape Room experience in malls across Canada. Participants navigated real-life scam scenarios, testing their instincts and sharpening their scam-spotting skills. Each room was designed to challenge their perception, build awareness, and deepen their understanding on the topic.
We didn’t just raise awareness—we built confidence, empowering Canadians to trust their instincts and take that extra moment to spot the signs.
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Agency Feast Inc
Creative Directors Rob Vena, Ante Kovac
Copywriter Michael Knudson
Graphic Designer Kate Kim
XM Execution Partners PROOF Inc, Big Digital
Results: Over 8 months, 41 activation days, 10 locations, 5,700+ participants, Canadians spotted 65% of the scams on average The experience travelled across Canada twice and received national news coverage on CBC, CTV, Global and City TV, leading to over 7,000,000 earned media impressions.