Agency bosses – and clients for that matter – are being warned that “appalling behaviour” will not be tolerated at this year’s Cannes Lions International Festival of Creativity in a new hard-hitting film which aims to tackle the sexual harassment that has been all too common on the Côte d’Azur for decades.
In the spot, a young woman is seen getting into a taxi in Cannes to head back to her hotel when a man opens the taxi door and says: “Where do you think you’re going?” Her response of “I am going back to my hotel” is then dismissed by the man who tells her, “Now that attitude will get you fired…only joking.”
The man then continues to harass the woman, and eventually gets in the car with her and insists they go back to his room first “for a night cap”. He then puts his arm round the back of her seat and slurs “I love Cannes”, at which point she stares out of the window, in obvious distress.
The film, running on YouTube, is being supported by out-of-home executions at airports – with JCDecaux providing media space – as well as social media content and branded sun lotion distributed throughout the festival.
Cannes Lions owner Ascential has backed the campaign by offering digital signage in the Palais conference centre during the week.
Lucky Generals founding partner Helen Calcraft said: “We know alcohol, evening events and travel away from home are our highest risk areas. Cannes is a unique industry moment where we see the best of creativity the industry has to offer, alongside some of the most appalling behaviour.
“This is an industry spotlight moment for us to efficiently and effectively resurface debate post-launch, raise further awareness and directly impact behaviour. We need everyone to consider where they draw the line at Cannes.”
TimeTo is a cross industry initiative launched in March last year by the Advertising Association, Nabs and Wacl, with backing from ISBA and the IPA.
Its first report into sexual harassment in the advertising and marketing sector revealed that over a quarter (26%) of all staff have been sexually harassed at work, with 34% of women and 9% of men claiming to have been victims.
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