The Feathered Lamb
Visa · 2026
1 award: Cannes
Strategic insight
Vulnerability on social media is behavioural, not technological. People engage before verifying. By replicating scam mechanics, Visa turned the moment of engagement into a moment of awareness, teaching through the exact mechanism that makes people vulnerable.
Earned Reach
15 visuals generated 502,000 interactions and reached 2.09 million people with 24% average engagement rate. Editorial partnerships with Le Parisien and Les Échos extended reach to 5 million combined readers. 40+ media mentions worldwide amplified awareness beyond paid channels.
The Format
Deploying scam-like AI visuals on Facebook as the delivery mechanism itself became the teaching tool. The format weaponizes the platform's behavioural mechanics—engagement before verification—to transform a vulnerability into a learning moment.
