In 2016, Russia used social media advertising to directly impact the outcome of the US presidential election. As the world debated the political and technological ramifications of this discovery, an important element of the equation was being ignored: Russia’s campaign was deployed via tools and techniques created by the advertising industry. Yet advertising leaders were refusing to acknowledge their role in creating this threat, much less offering their expertise to prevent it from happening again. With the 2018 midterms rapidly approaching, we needed to jolt them into action. But how could we capture an entire industry’s attention? By hacking The One Show. We created a case study highlighting Russia’s eerily familiar advertising techniques, and for the cost of an award entry, 100% of our target audience was legally obligated to watch it. The plan worked: sparking global media, agency initiatives, panels, and an industry-wide conversation that continues to this day.