Cannes Lions is the world's biggest annual awards show and festival for professionals in the creative communications industry, and 'You'll come back as pumped as a stock photo model' was the tongue-in-cheek campaign to promote it. Showing a real understanding of the audience, London agency McCann hit the nail on the head with this series.
Source : http://www.creativebloq.com/advertising/30-best-print-ads-2014-121413769?page=1
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