Jury members at the Cannes Lions International Festival of Creativity engaged in a long debate before awarding a Gold Lion to a marketing campaign for a porn website, in what’s believed to be a world first at the 62nd edition of the annual gathering.
Porn movie company Marc Dorcel is grappling with an issue facing many digital businesses: how to persuade people to pay for something they are used to getting free.
French advertising agency Marcel Paris masterminded a cheeky digital advertisement conceived to keep people on their website in a bid to persuade online users to pay for “premium” content.
The “#Handsoff” campaign forced consumers to keep their hands on the keyboard. If they removed their hands, the screen would go blank, and the content would disappear.
Paying for porn ad wins Cannes award
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