Vault49 Takes Home Two Cannes Lions
Few things are as attractive as the forbidden. And there’s little a parent can do that is as inspiring as a dire warning. All a child needs is the direction not to do something and it will quickly be the center of all their focus and attention. The dire warning becomes an irresistible dare. It’s a comedy of reverse psychology, one every parent is too familiar with, and one that begs reexamination.
This year at the Cannes Lions International Festival of Creativity, Vault49 and their partner studio Big Studios Brazil, took home Two Silver Lions for their campaign with DishTV called “Your Warnings Don’t Work.” The service is now providing a Childlock to firewall certain programs and networks that children aren’t going to avoid on their own. “Although parents tell kids NOT to do something, kids may not always behave, and they have a VERY different perspective on it,” Vault49 says. “Their perspective may be one of excitement and amusement towards these awesome new things that they are supposed to avoid.” Since a mere warning will not deter interaction with the forbidden, parents have to be more proactive in their guidance, and Childlock is one way to do that most effectively.
It was all hands on deck for this project. In all, four different creative studios came together to execute these three advertisements that eventually found their way to billboards and street posters. “Collaborating with McCann Worldwide India and Jodi Jones Studio, we combined to create a campaign that was memorable not only for a great concept and execution, but also the international scope, multiple timezones (Brazil, NYC, India) and the seamless integration of everyone involved,” explains Vault49 on behalf of their own studio and Big Studios. The challenge paid off, not only in creating images that are visually seamless down to the details, but also for attracting the attention at Cannes and earning them their two trophies.
Congratulations to Vault49, Big Studios, and everyone else involved!