The campaign features a ‘seemingly innocent’ message from an online conversation on a well-known social messaging platform. However, there’s more to this message than a child would see. Only adults will recognise the phallic shape of the speech bubbles and the implied sexual undertones.

The imagery serves as a striking, provocative, but clear metaphor; highlighting the real dangers hidden within.

We used real, ‘un-Photoshopped’ messaging speech bubbles to remain visually faithful to the social messaging platform at risk. What is shown in the ad can actually be re-created by anyone using the same platform. Everything had to be simple, for the viewer to quickly – but not immediately – get it.

Thanks to its insightful message and irreverent visual, the campaign has achieved the PR attention and exposure we were looking for, on a shoe-string budget.