2020/2021 Winners & Shortlists

Background

Parental control is a tool that allows parents to monitor their kids’ internet usage and prevent them from accessing inappropriate content, mainly -but not only- sex films. Today, Lebanon is under lockdown due to the global pandemic, and parents let alone their children with digital devices all the time, making Parental Control more relevant than before. At Connect, our mission is to make the future better and easier for people in Lebanon by solving current internet problems, offering them a real wireless broadband experience, and putting all the tools at hand to guarantee a secure and enjoyable internet experience.

Describe the creative idea (40% of vote)

Porn films and adult videos have very unique names that play with double meaning…double meaning that innocent children don’t know. THE IDEA: To take adult film titles, and re-create them as children's illustration style, making them harmless for kids. The copywriting on this idea was crucial, identifying the porn movie titles with double meaning, re-structuring them, and liking them with the main concept, the quirky and intelligent headlines are taken straight from porn films, but its meaning gets fade out because as our campaign line calls "you get it, your kids, don't".

Describe the execution (40% of vote)

Beautifully crafted illustrations, by using only multiple shades of the brand's purple official color, digitally painted in a modern and vintage style. The quirky and intelligent headlines are taken straight from porn films, but its meaning gets fade out because as our campaign line calls "you get it, your kids, don't".

List the results (20% of vote)

It’s a relevant and sensitive topic, and we need to treat it under the brand communication style; SMART AND CLEVER. The awareness of the brand augmented by 15% and the parental control usage increased by 25% during the lockdown periods in Beirut.