Cannes Lions

#CardOrNot

LEO BURNETT TORONTO, Toronto / LCBO / 2016

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Case Film

Overview

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Credits

Overview

Description

We created #CardOrNot, a campaign that put customers behind the register to see if they could tell who is old enough to drink. The idea was simple: show consumers images of people aged 16 to 30 and see if they could guess their ages. With stark, simple visuals, we set out to prove that it's much harder than it looks, and that's why the LCBO never guesses.

Execution

We put an interactive game online and inside of our banner ads, using photos of people aged 16 to 30 and asking the consumer to guess their age. Once they'd completed the game, we showed how many underage drinkers they would have sold alcohol to.

Outcome

On day 1 of the campaign LCBO.com/cardornot had 400,000 page views compared to an avg of 100,000 page views for the top 5 pages on LCBO.com. Facebook engagement on the game posts was 9.97% compared to an industry average of 0.5%. We received 159,000 clicks to the site via our Twitter posts. Of those people who participated, 96% guessed at least one wrong answer and 49% got more than half of the total answers wrong, proving that the only way to be sure is to check ID.

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