ADVERTISING FILM - INTERNATIONAL
Public Awareness & Political Party (2026)
2026
ADVERTISING FILM
- INTERNATIONAL
(Public Awareness & Political Party)
Pause before you post - Data Protection Commission
Bronze
| Title: | Pause before you post |
|---|---|
| Brand: | Data Protection Commission |
| Production Company: | Sweet Media |
| Entrant Company: | Core Creative Ireland |
| Director: | John Hayes |
| Editor: | Lee Hickey |
| Client: | Data Protection Commission |
| Post Production Company: | Outer Limits |
| Production Company Producer: | Core Creative |
| Creative Director: | Mark Tuthill & Helena Jones |
| Copywriter: | Mark Tuthill |
| Art Director: | Helena Jones |
| Account Director: | Jo Mullins |
| Notes: | Social media has turned childhood into something publicly documented, with family milestones and everyday moments routinely shared online by parents. Known as Sharenting, they perceive this behaviour as harmless or affectionate. Yet research shows that just 20 publicly available images can create a deepfake of a child, while 50% of images on child exploitation forums were first shared by parents themselves. Ireland’s Data Protection Commission wanted to highlight the risks. In response, we created a film that forced viewers to experience the same unsettling realisation as the parents on screen. Within days of going live, Sharenting conversations surged 100x, The film reached 90M people in its first month, growing to over 120M globally. It spread across five continents, trended across languages (with parents translating the work to share) and broke into mainstream media, becoming a catalyst for a global conversation between parents about a behaviour they’d once considered harmless. |
JPG
MP4
40s
