An immersive trade show experience for PwC at AWS re:Invent 2024 focused on cybersecurity for a highly technical audience. Built around the insight that breaches are inevitable and trust is defined by response, the experience reframed security from prevention to preparedness, highlighting PwC’s role in rapid, effective mitigation. Using the classic game Battleship as a metaphor, the activation staged a timed showdown between a hacker exploiting real-world vulnerabilities and an IT security expert working to defend and recover, with a third C-suite perspective addressing the broader business impact. The result was an engaging, educational experience that delivered complex security messaging in an honest, memorable, and interactive way.