Problem:

Many brands in the last few years have issued campaigns that have been accused of being dishonest, racist, sexist, or even just out-of-touch. However, when these things happen, the brand attached to the content issues a statement addressing the issue, yet the creators, often within an agency detached from the brand, face no ramifications. You never see an agency release an apology statement for the problematic content, despite the fact that they were the creators rather than the brand.

Solution:

My goal is to create a campaign that treats, targets, and exploits advertisers in the same way they do consumers to make advertisers reflect on the industry practices of targeting and hold themselves accountable for their impact.

Target:

Because the target of this campaign is the stereotypical advertiser, I did some research on what people thought of advertisers and where that perception came from. Turns out, unsurprisingly, the stereotypical advertiser is Don Draper. Now let's make the huge generalization (as problematic campaigns frequently make) that all advertisers are Don Drapers. All advertisers are white, male, narcissists, high-functioning alcoholics, workaholics, and totally lack a moral compass. "Ouch!" - says me, an advertising major.

Location:

This entire campaign will take place within the annual Cannes Lions Festival of Creativity, a highly regarded and prestigious global awards ceremony for branded communications. The event brings approximately 12,000 of the top creatives in branded communications from around the world. This is where I have the best chance of reaching the highest percentage of my target market.

Have a tag!

Hey welcome to the Cannes Lions Festival of Creativity! Now that you're here, why don't you take one of these tags. This'll force you, an advertiser, to look at yourself and your peers the way you look at consumers. If you check off all the key demographics in red, congrats! You're going to a target! Not in the target? Relax and enjoy the festival, no one's mad at you.

How bout our signature drink?

Because the Cannes Lions Festival of Creativity is an ad event, you know there's a bar. The signature drink of the event is called The Mirror. When ordering, a member of the target orders what they think is simply a twist on a martini. However, when they receive the drink, a portion of the cup design features an ingredient label designed like a measuring cup. Instead of that measuring portion reading "1 part vermouth" it reads "1 part narcissism" and other very rude, blunt generalizations about personality traits made this drink: The Mirror, aka You.

Napkin?

With each signature drink served, you'll get a napkin that features a problematic ad from recent years and some information about it. The napkins are intended to serve as an explanation for why this campaign was necessary.

The targeting process, exaggerated

Binoculars are placed at each seat as an interactive metaphor for the targeting process. Except in this case, bargoers are encouraged to spy on the advertisers, rather than the norm of advertisers spying on consumers. This installation is not so much a critique of the targeting process, but rather an urge for advertisers to be conscious of their actions and look closely at their individual practices.

The clock

The last touchpoint of this campaign is a clock placed in several places surround the bar. The clock is made up of different components of the stereotypical advertisers work day, using primarily negative language. Text at the half hour marks is intended to be small enough to not be legible from afar, so a curious member of the target has to physically place them self within the clock's reflective surface to read it. This physically forces the target to look at them self as potentially problematic, rather than the follow the trend of assuming other people are the problem.