Now the two have collaborated again on the campaign, which includes out-of-home advertising at regional airports supplied by JCDecaux in addition to social media messaging and even specially branded suncream distributed to festival-goers.
Further publicity is provided courtesy of Cannes Lions owner Ascential which will provide digital signage in the Palais throughout the week-long event and comes as the campaign wins the backing of 204 business partners – including Microsoft Advertising, Hearst UK and The Leith Agency.
Lucky Generals founding partner Helen Calcraft said: “We know alcohol, evening events and travel away from home are our highest risk areas. Cannes is a unique industry moment where we see the best of creativity the industry has to offer alongside some of the most appalling behaviour.
"This is an industry spotlight moment for us to efficiently and effectively resurface debate post-launch, raise further awareness and directly impact behaviour. We need everyone to consider where they draw the line at Cannes.”
TimeTo is a pan-industry body established by the Advertising Association, NABS and WACL, including backing from the ISBA and the IPA, with a remit to weed out sexual harassment by establishing acceptable standards of behaviour.
Media support for the campaign has also been forthcoming from publishers at The Drum Arms and on the Little Black Book Beach.