This campaign is legitimate in media because “the cruellest plug-in” uses the basic element by which teens access porn: Internet and their browser. We enhance the capacity of the browser with a tool that reaches them just when they think they can access the sites. The perfect moment to be truly effective and deliver a powerful message.

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 to teenagers, about 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 have tried parental controls with no success.

We then become totally rethinking our approach to the teens protection. We can use only a fallible technology, but a proper understanding of adolescents and their ways of thinking.

Once we had identified the least exciting thing in the world for them. All we had to do was create a tool to make it appear when the teenager is going to watch porn.

Then he will only want to clear his head outside.

We gave parents the most effective tool to prevent their teens from watching porn : The Cruellest Plug-in. After downloading it, they can easily upload their lovely family pictures. If their teen connects to a porn website, only one picture will appear. When he tries to close it, two more will appear and so and so forth. Images that will make him want to go out, rather than looking at porn.

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.

To make the idea bigger, we launched a 60’’digital film across all online touchpoints. 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.