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Hot on the heels of its superstar predecessor ‘Keep It Real Online’, the Department of Internal Affairs slid back into our DMs to create an ad campaign specifically helping young people deal with the everyday issues of the internet.

The only problem is, 12-18 year olds don’t watch ads like their parents do. And they definitely don’t want to discuss their private lives with the Department of Internal Affairs. We needed to spark a cultural shift, so we made a miniseries instead – in turn,masking a range of internet-based issues as local drama-crime-comedy content. Here’s how we tricked an audience into watching 3.3 million minutes of government PSA and turned an innocent eggplant into a symbol of internet safety.