Cannes Lions

ONLINE SAFETY PRODUCT

Y&R SHANGHAI / BAIDU / 2015

Awards:

4 Silver Cannes Lions
4 Bronze Cannes Lions
4 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We used popular emoticons to show how even innocent conversation online could hide the sinister intentions of an online predator who’s waiting to turn your child into their next victim. Upon closer look, one could see the face of a sinister-looking predator hiding behind the innocent emoticon. The same emoticon used in a seemingly innocent one-sentence message.

Outcome

Baidu Security saw a 42% increase in visits to its website after the launch of this ad, and an 18% increase in subscriptions to its services. Allowing it to protect even more teenagers and children from becoming prey to online predators.

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