The YoungGuns International Advertising Awards gives recognition to young, up and coming creative talent under 30 years of age. CPB was asked to help in garnering more awareness for the award show, and to help acquire more entries. Parodying the adult content genre, the “Hardly Legal” campaign features the prior year’s 2004 winners while in suggestive poses, covering up bare essentials with their award winning work.

The campaign first launched on the Internet, through web banners as well as a film featured on the website. Print ads in targeted publications such as Campaign Brief and Boards helped in spreading the YoungGuns message. Direct Mail, in the form of calls for entry, were sent to up- and-coming creatives to get the ad world buzzing. And finally, through non-traditional media which included a live peep-show booth during the Cannes Lions Awards. This caught the eyes and curiosity of creatives around the world.