UNICEF X UNWOMEN /
#MeToon
FOR MEXICO IN
CANNES LIONS 2018.
Young Lions is one of the most interesting competitions within the Cannes Lions International Festival of Creativity, which is considered the most important in the world. A competition where basically creatives under 30 years of age compete for a limited time, face to face to develop the best idea or solution to the same brief or problem. Going to represent your country in this competition is not easy, winning it, even less so. In 2018, we didn’t just make it, we broke it.
SOCIAL DOES NOT STOP
PEOPLE,
FOR CARICATURES.
On this occasion, the brief was quite complex: to carry out a campaign to educate new generations about gender equality while at the same time raising funds to support access to medical care for girls in developing countries. All this, by means of influencers related to boys and girls between 6 and 12 years of age.
Our solution was based on a clear and simple finding: The real influencers of children are cartoons. So instead of running a campaign with “real influencers”, we decided to create #MeToon, a social movement that invites all cartoon and animated children’s content producers to be part of, in exchange for committing to generate specific content that educates about gender equality, and where all profits from this content to the previously mentioned cause.
