Cannes Lions

Help them to not reach the altar

VMLY&R MEXICO, Mexico city / YO QUIERO YO PUEDO / 2019

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Overview

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Overview

Background

Forced child marriage in Mexico was an unknown problem, because it was part of the customs and practices of many communities of the mountains. People in the city weren’t aware of the situation, so the not-for-profit organization Yo quiero Yo puedo, that has helped to fight against child marriage in our country, needed to expose the problem.

In order to raise awareness, we HACKED the most famous Wedding Expo in Mexico City, using a little girl as model instead of their model wearing a wedding dress.

This time they also used a man model, and that was perfect, because we could use an adult along the little girl, so the photo became more powerful. Then we place our billboard just next to the Expo’s billboard on some of the busiest roads in the city, making the problem visible.

Idea

We needed to raise awareness about forced child marriage in Mexico, so we HACKED the billboards of the most popular Wedding Expo of Mexico City to give the message.

We recreated the fair’s billboard, but instead of using a model, we used a little girl. Then we place our billboard next to all the fair’s billboards in the city. With this HACK, we could give the message in a strong and clear way, on some of the busiest roads in the city.

Strategy

Forced child marriage in Mexico was an unknown problem, because it was part of the customs and practices of many communities of the mountains. People in the city weren’t aware of the situation, that’s why the not-for-profit organization Yo quiero Yo puedo, that has helped to fight against child marriage in our country, needed to expose the problem and looked for help to raise awareness.

Execution

The most famous Wedding Expo in Mexico City advertise by placing many billboards in the busiest roads. They always use a model wearing a wedding dress. So, we wanted to HACK their billboards using a little girl instead of an adult.

We didn’t know what the art was going to be like, so we waited till the Expo dropped its billboard, giving us just 1 week to execute. This time they also used a man model, and that was perfect, because we use an adult along the little girl, and the photo became more powerful. Then we place our billboard just next to the Expo’s billboard, on some of the busiest roads in the city.

Outcome

While the billboard was exposed, the media started to talk about the problem, making reports specifically of forced child marriage.

Yo quiero Yo puedo, got to sign an agreement with several communities, where they agreed to support their girls.

Everyone started to talk about forced child marriage, and people begun to push the government of Mexico. One month after the billboard was out, the government approved the law of the prohibition of child marriage.

Similar Campaigns

2 items

Shortlisted Cannes Lions
HACKED WEDDING BILLBOARD

VMLY&R MEXICO, Mexico city

HACKED WEDDING BILLBOARD

2019, YO QUIERO YO PUEDO

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