CAMERA HATS
The Camera Hat Campaign · The Boring LabWE MADE TINY CLAY HATS FOR SECURITY CAMERAS
Then we mailed them to strangers on the internet.
INDUSTRY
CLIENT
The Boring Lab
B2B Security Software
WEBSITE
YEAR
2025
theboringlab.com/camera-hats
The Boring Lab makes the only management and health monitoring tool built exclusively for Milestone XProtect, the video surveillance platform behind tens of thousands of cameras at universities, airports, and municipalities.
We helped them break into a fear-driven B2B category by doing the opposite of everyone else: hand-sculpting tiny clay hats for security cameras and mailing them to the exact admins and integrators no one else could reach.
The campaign turned a niche audience into a community, drove a 1,086% lift in qualified leads, and took home the Silver Award for the B2B category at The Drum Marketing Awards Americas 2026.
In an industry where everyone competes on "the power of truth" and "mission-critical infrastructure," we invited people into our inside joke.
Putting hats on security cameras may seem random.
It’s not.
It’s peak dad humor.
System administrators and integrators are pitched fear all day. Their guard is up before you open your mouth. So we skipped the pitch and led with a joke.
MAKING SECURITY LESS BORING
One tiny hat at a time
