As a challenger, our client Reset Energy Drink, was looking for a fresh, unique way to talk about teenagers and energy. Amongst all reasons why our young generation is so tired every day of their busy life, we found an unexpected possible explanation: 90% of them watch porn, and 25% of these 90% do it every day. Which makes a lot. We are sure parents don’t recommend this tiring nocturnal activity, and certainly have tried parental controls with no success. Since a very safe tool does not work, we had to find a solution based on a fair observation of teenagers practices.

There are many reasons why our young generation is so tired every day. One of them is the time they spend on the Internet. And more precisely on porn websites : 90% of them watch porn, and 25% do it every day. It's obvious, parental controls don't work.

We had to find another technique. A tool that isn’t based on technology only, but rather on an accurate observation of teenagers and their way of thinking.

To do so, we simply used the least exciting thing in the world for them: their family. Thanks to a simple plug-in every parent can download, family photos now appear when they teens visit porn sites. Each closure of one of them would display two others. Without hope of escaping it. The teenager will then have only one desire: clear his head by spending time outside rather than watching porn.

As a challenger, Reset Energy Drink, was looking for a fresh way to talk about energy to the teenagers.

Amongst all reasons why our young generation is so tired every day of their so busy life, we found an unexpected possible explanation: 90% of them watch porn, and 25% of these 90% do it every day. Which makes a lot. We are sure parents don’t recommend this tiring nocturnal activity, and have already tried parental controls with no success.

As our mission is to give teens more energy, our mission then also included to prevent them from wasting it on porn. Our best weapon has not been more technology, but more understanding. We quickly understood the potential of basic psychology: parents are what excites them the least. The truth was undeniable, but the tool was missing. So, we created it.

We gave parents the most effective tool to prevent their teens from watching porn. We created a plug in available for free in browsers stores. After downloading it, they can upload their lovely family pictures in a few clicks. If their teen connects to a porn website, only one picture will appear. If he is persistent, we become cruel. When he tries to close it, two more will appear, then four, then six and so and so fourth. Images that will make him want to go out, rather than looking at porn.

To make sure this plug-in is really effective, we have selected more than 700 keywords in all the most spoken languages. Thanks to this, the plug-in is able to block all the most visited porn websites in the world.

To make the idea bigger and create a lot of conversations, we launched a 60’’digital film across all online touchpoints: Facebook, Instagram, Twitter. The film was also sent to targeted media likely to relay the device. These videos did not only increase the visibility of the product, but also highlighted how easy and efficient was the plug-in.

Thanks to the Cruellest Plug-in, parents finally have a tool to raise their teenager’s energy levels. A really effective technique that convinced many of them.

In two weeks, more than 8000 parents from 24 different countries downloaded the plug-in. More than 40,000 photos have been uploaded to the Plug-in, for thousands of children who will see their parents' photos at the worst moment. At the same time, teenage activity seems to have increased, with visits to the Reset site multiplying by ten.