#timeTo asks Where Do You Draw The Line at Cannes?
The multi-platform campaign includes a short film, digital signage and even branded suncream in a bid to stamp out sexual harassment in the UK advertising and marketing industry.
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With Cannes Lions almost upon us, thoughts are inevitably turning to long lunches on the beach, boozing and partying. As a celebration of creativity, it's a chance to show off the best of the industry - but all that Whispering Angel can bring out adland's uglier side, too.
With this in mind, timeTo - an initiative aiming to eradicate sexual harassment in the UK advertising and marketing industry - is asking everyone to consider what's acceptable behaviour at the festival, with a new iteration of its Where Do You Draw The Line? campaign.
Created by Lucky Generals, the multi-platform campaign centres around a short film, helmed by Another Film Company's Steve Reeves, in which a young woman heading home for the night finds herself with some unwanted company.
There will also be OOH advertising at key airports provided by JCDecaux, social media channels and even branded suncream distributed at key locations on the Croisette.
Ascential, the festival's organisers, has backed the campaign through digital signage advertising in the Palais throughout Cannes week, while a special timeTo session will run in Le Jardin de Clear Channel on Wednesday, June 19 (2-3pm) with speakers including Helen Calcraft, Founder, Lucky Generals, Alice Archer, Director of Communications, IPG Mediabrands EMEA, Ollie Easthope, RAPP and Stephen Woodford, Chief Executive of the Advertising Association.
“We know alcohol, evening events and travel away from home are our highest risk areas," says Calcraft. "Cannes is a unique industry moment where we see the best of creativity the industry has to offer alongside some of the most appalling behaviour. This is an industry spotlight moment for us to efficiently and effectively resurface debate post launch, raise further awareness and directly impact behaviour. We need everyone to consider where they draw the line at Cannes.”