Cybersecurity campaigns are typically addressed to the rational part of a person’s brain. They describe the risks of weak passwords, the consequences of account breaches, and the technical measures that reduce vulnerability. Loto Nicaragua and Publicidad Comercial MullenLowe Nicaragua took a different approach. They addressed the emotional part instead, the part that named their dog Luna and then used that name as their banking password because it was easy to remember and impossible to forget.
The Insight
18% of people use their pet’s name as a password. The statistic is documented and consistent across cybersecurity research conducted globally. It sits alongside a joke that has been circulating on social media for years: the image of a pet feeling the weight of responsibility of being the entire family’s password for every platform, every account, and every service they use online.
That joke, and that statistic, are not unrelated. The emotional attachment that makes a pet’s name easy to remember is the same attachment that makes it psychologically difficult to use as a password: it requires a person to acknowledge that the name of something they love is also a cybersecurity liability. Loto Nicaragua’s campaign named that tension directly.
The Executions
PetPasswords is a print campaign published in Nicaragua in August 2026, featuring three executions. Each one shows a photograph of a different family pet, named Luna, Pudin, and Nano respectively, presented in the format of a password hint card or a digital account interface.
The visual language of each execution borrows from the aesthetic of online account management: the kind of screen a person sees when a platform asks them to confirm their identity or reset their forgotten password. The pet’s name is the password. The family’s entire digital security sits on that name. The campaign makes that absurdity visible in the most immediately recognisable format available.
Creative Director and Art Director Alejandro Mendoza, working with Copywriters Jasna Zambrana and Alejandro Mendoza and Graphic Designer Joshue Palma, developed the executions under General Creative Director Fernando Franco Larrea. The account was managed by Director Ana Laura Martinez and Executive Maybelline Flores.
The Context It Belongs To
Loto Nicaragua operates Nicaragua’s most popular lottery brand, managing its user base through the digital platform loto.ni. Like any online community, its players are exposed to cybersecurity risks. The challenge the campaign was built to address is one that conventional security messaging had not resolved: how to make a functionally disengaged audience care about password security in a format that does not feel like an institutional warning.
The pet password insight provided the solution. Every Loto Nicaragua player who has a pet and an online account is already living the problem the campaign describes. They do not need to be told that password security matters in the abstract. They need to be shown that the specific password they are using right now, the one that is Nano or Luna or Pudin, is the specific vulnerability the campaign is pointing at. The campaign’s visual format, the account screen with the pet’s name in the password field, makes that recognition immediate and personal.
The Structural Precision of the Campaign
The PetPasswords campaign belongs to a category of cybersecurity communication that treats the human behaviour behind security vulnerabilities as the creative subject rather than the technical risk. Most security campaigns describe what can go wrong. PetPasswords describes why it goes wrong, with enough warmth and self-aware humour that the audience receives the information without the defensiveness that institutional warning language typically triggers.
The pet is not the problem. The love for the pet is not the problem. The problem is that love, familiarity, and ease of memory are the exact qualities that make a password feel right and a password feel right to a human is exactly what makes it feel vulnerable to a machine trying combinations. PetPasswords does not ask anyone to love their pet less. It asks them to use a different password.
Campaign Name: PetPasswords
Agency Name: Publicidad Comercial MullenLowe Nicaragua / General Manager: Dax Meneses / General Creative Director: Fernando Franco Larrea / Creative Director and Art Director: Alejandro Mendoza / Copywriters: Jasna Zambrana and Alejandro Mendoza / Graphic Designer: Joshue Palma / Editor: Michael Gómez / Account Director: Ana Laura Martinez / Account Executive: Maybelline Flores
Brand Name: Loto Nicaragua
Location: Nicaragua (print campaign, August 2026)
