Cannes Young Lions 2020 (Shortlisted)

Working collaboratively with Kevin McCay we created a campaign for Cyber Safe Ireland showing that online threats are far more insidious than physical ones. Even though parents may be steering their child as best as they can in the real world, if they’re not guiding their child online, their child is at risk.

Designing our ad as a storybook played with the oversized nature of a newspaper. When holding a newspaper, it is reminiscent of when we held a large storybook as a child. This, along with our playfully illustrated execution contributed towards a friendly tone of voice that talked about a serious matter but without doing it in a scaremongering way.

We played with the idea of fairytales. As growing up, they were what taught us lessons. There is rich visual language that could also potentially be explored here for further campaigns, with a key part of a lot of stories growing up being don’t talk to strangers, such as with Hansel & Gretel.