Personal Project –
Lovetheworkmore.com

We vandalized the most notoriously lucrative festival in the creative industry, Cannes Lions, by knocking down their filthy paywall with one simple move: hyperlinking all Lions-winning creative works throughout its entire history to where they are publicly viewed for free. This giant compilation is hosted under the URL lovetheworkmore.com, a dig at Cannes Lions’ own archive lovethework.com.

Role → Concept, Copy, Art
Year → 2021
With → Toan Mai

✓ Bronze PR Cannes Lions 2022
✓ 350,000+ visitors from 140+ countries. Most widely spread in Brazil (Obrigado, amigos).
✓ Featured on Adweek. Then another Adweek. Another Adweek. Then Adweek again. And again? Jeez, again?
✓ 24-hour display in Times Square, New York. For free.
✓ Mentioned in “Hey, Whipple, Squeeze This: 6th Edition” by Luke Sullivan.
✓ 28 job interviews with 28 agencies worldwide.
✓ 4 urgent calls with Cannes Lions’ team.
✓ 1 former Cannes Lions employee agreed we did a good job.
✓ 1 current Cannes Lions employee shared the project. Publicly.
✓ Got Cannes Lions to free their archive to all students and Young Lions under 30 globally.