Cannes Lions
VIACOM, New York / VIACOM / 2015
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Build wealth and save for retirement the smart way – turn your kids into social media superstars. That's the promise of The Social Influence: How to Raise a YouTube Star, a parody piece skewering the rise of the social influencer. This docu-style video documents how well-intentioned but overbearing parents hound, cajole and physically alter their children so that they can cash in on the new world of social media.
Narrated by these "tiger" moms and dads, a “Social Media Specialist” and real-life influencer and Vine sensation Jessi Smiles, the video dishes out "advice" and "best practices" on how to train your kid to be the best social influencer possible. Whether it's encouraging a 4-year-old "Instagram Protege," utilizing 24/7 video drones to capture everything a kid does, featuring a mother aggressively quizzing her son on trending hash-tags and pop-culture buzz-words or showcasing a “Pediatric Orthopedic Producer” who prescribes a “weighted arm brace” to lengthen a child’s arm and increase the quality of her selfies, The Social Influence goes over the top to give a unique take on what's happening now.
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