Cannes Lions
BBH, London / PERFETTI VAN MELLE / 2016
Awards:
Overview
Entries
Credits
Description
We’re more connected than ever, but ironically the more time we spend with technology the worse we become at meeting new people in the real world. Kids on the other hand, do not have the same inhibitions. They’ll dive right into the conversation with any other kid they come across. So who better to teach a group of shy adults to connect in real life again?
Execution
We sent a group of shy adults into the city with earpieces, assuring them ‘communications experts’ would guide them through every interaction. We didn’t mention that their ‘mentors’ would be about five years old.
Over two days and four locations, 8 little mentors helped 4 different adults lose their inhibitions and connect with new people. We made sure that the locations were the types of places where people have no reason not to connect, but still somehow don’t - cafes, bus stops, parks, etc.
In the end, our little friends proved that connecting is easy with a little help – whether it’s a kid’s voice in your ear, or Mentos to offer.
Outcome
Reach: 41.8 million views (37.4m across Facebook and 4.4m on YouTube)
Engagement: 470,000+ reactions on Facebook, including 193,000 shares.
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