Cannes Young Lions is one of the most exciting advertising competitions in the world for new creatives.
But it’s kept exclusively to those who are aged 30 or under.
We didn’t think this was right, so we set up a fake ID black market for junior creatives
over the age of 30 to bypass the Cannes Young Lions registration form.
On the day Cannes Young Lions brief was set we launched online. We were inundated with requests from people who wanted their own ‘Proof of Youth’.
We uploaded all the IDs onto our website for all to see, as a petition to show everyone’s support for the cause.
And got some coverage.