The idea was to make advertisers experienced fake so strong that will make them declare 'Fake no more!' So we started Fake No More movement.

To catch advertisers and make them experience fake we created ideal apartment in Cannes on Airbnb: low price, perfect conditions, luxury rooms, address near Palais des Festivals. Our idea was to communicate with advertisers who want to book the apartment, reveal that the apartment are fake and call them to support Fake No More movement.

When advertisers requested to book we started to chat with them and find out from which agencies they are, do they have Cannes Lions at previous festivals or do they have entries this year. After it was found out that they have entree this year, we revealed that the apartment is fake, apologize for that and asked advertisers to support Fake No More movement and real life use of great ideas.

After 1 month and 15 times bans at Airbnb we got 122 booking requests from Acne, Landia, Cheil, Publicis, Mccann Erickson, Dentsu, R/GA, etc.

Reach - 200 000

2000 social media shares

230 Facebook page likes