PARENTS ON PORNHUB

VMLY&R’s 'Parents On Pornhub' has been shortlisted at Cannes Lions 2019.

VMLY&R’s Parents On Pornhub has been shortlisted at Cannes Lions

VMLY&R has been demonstrating how high-quality online advertising can help real-life issues to attract the attention they need.

VMLY&R Vienna und VMLY&R Global are celebrating their shortlisting in the category Film at the International Advertising Festival in Cannes. Working together with the sex education platform sextalks.at, VMLY&R Vienna launched an entire movement rather than a conventional campaign. In Parents On Pornhub, VMLY&R set itself the task of increasing awareness of the problems caused by the consumption of porn without reflection among teenagers. They reached their target audience where it will have the most impact on teens: on the porn platforms themselves. Short films, where the “parents” act as porn stars and address their children with the message “Porn films are not tutorials!”, were uploaded on the largest porn platforms. This drew an unusual amount of attention to the taboo subject of “porn”, gaining many likes and shares on social media.