Cannes Lions

Little Casanova

JUNGLE CREATIONS / YOTI / 2018

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Credits

Overview

Description

As Yoti is a digital identification app, there were opportunities for us to highlight the physical dangers of internet dating and meeting someone whose identity you are unsure of. However, based on research into our audience’s preferences, we knew that a light-hearted take on the often-darker incidents of 'catfishing', which would be preventable with the use of Yoti, would be the most successful route to take.

The video takes on a first dates style format with hidden cameras filming 12 year-old Lewis, who has been pretending to be '29 year-old Miguel' to trick women into meeting him for a date. The video takes on a comical narrative with Lewis offering up cheeky chat up lines and comebacks to the three women who are shocked to meet him rather than Miguel. The video ends with "Know who you're really meeting" "Yoti - Download the free app".

Execution

From casting the perfect Little Casanova to finding the right location, getting three different women to meet up with “Miguel” via a dating app and setting up hidden cameras whilst feeding Lewis lines through his ear piece, the time and effort put into this production is rare to find in ‘made for Facebook’ campaign videos but was vital to the execution of our strategy.

From idea conception to publishing the video it took us roughly eight weeks and 15 people worked on the campaign, including strategists, creatives, a producer, director, director of photography, talent, production crew, sound designer, editor and colourist.

Outcome

Our in-house team conceptualised and produced this campaign specifically for distribution on our flagship Facebook channel, which has over 22 million followers. The video has amassed over 32 million views (a 3,100% increase on the target number of views), over 121,000 shares and over 466,000 'reactions', which made it the most viewed branded campaign on Facebook the week it was published. The campaign also generated a number of pieces of press coverage and has been shortlisted for a number of industry awards.

Although the primary aim of the campaign was to raise awareness of Yoti, they advised us that they have had numerous big brands approach them since the launch of the campaign and one of the world's largest dating apps got in touch to find out more. Yoti also saw a 100% increase in organic uplift when the campaign went live.