This Agency Is Calling Out Cannes Lions Cost With a Battleship-Style Activation

Scout Lab created 'Yachtleship' to parody the high price of entering the awards

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With Cannes Lions each year comes a conversation about the prohibitive cost of award entry for independent agencies vying against the capital might of major networks—as well as the lavishness of the occasion.

This year, one independent agency is making that point through a parody of the classic game Battleship—only this time it’s set in Cannes, titled “Yachtleship” and bears the tagline “sink the rich.”

Developed by Brooklyn-based creative agency Scout Lab, the single-player game is a “tongue-in-cheek activation” that underscores the point that while creative ideas are free, entering Cannes is anything but, creating a lack of access to businesses that wish to compete.

The key differences to the familiar game of Battleship are the use of yachts, with each one being captained by an agency network CEO.



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