Cannes – The card game uses humour to highlight how we’ve reached peak brand activism.
Launched by agency M/H VCCP at the annual festival of creativity, Cannes U Not? asks players to solve social issues with ludicrous pitches. Players draw a card from a deck of brands – such as Axe Body Spray, Tinder and ‘a bougie athleisure brand’ – and pair it with a social issue card – including bee extinction, adult acne and the gender pay gap.
Players must then come up with a pitch on the spot to either solve, promote or raise awareness of the social issue. ‘Have you ever seen a brand get involved with a cause it has absolutely nothing to do with? Fast food chains, luxury cars, even toilet paper? It feels like we’ve reached peak-brand activism – and not in a good way,’ reads a press release by M/H VCCP.
Brand activism campaigns are becoming increasingly questionable, leaving consumers distrustful. Read our Opinion piece to see why it’s time for brands to relinquish ‘woke-washing’ and instead convert their words into real action.