Glass: The Lion for Change

Technology and technological solutions that enhance, facilitate, or improve the way individuals, groups, and ideas are represented in digital and physical spaces. The work should demonstrate how diversity and inclusion are embedded in the technology's design, execution, and impact, driving positive social change and innovation.

Products and services designed to uplift and accurately represent individuals and communities from varied backgrounds, cultures, and identities. The work should show that by reducing bias and promoting fairness, these products and services enable brands to better serve and connect with audiences, fostering a more inclusive and respectful environment.

Programmes, campaigns, and movements aimed at improving how people and communities are represented across media and public spaces. The work should demonstrate how the initiative has been implemented to drive systemic change, and promote the equitable portrayal of diverse identities, experiences, and perspectives.

Policies, standards, and cultural practices that organisations implement to ensure fair, inclusive, and authentic representation within their internal operations and workforce. This may include but is not limited to fostering an inclusive culture, and embedding equitable representation in decision-making processes across an organisation.

The word limit for this section is 150 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• Describe the background and context behind the work
• What creative challenges did the work face
• Describe the cultural / social / political climate and the significance of the work within this context.

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Please identify the community the work is aiming to represent and explain the problem the work is trying to solve.

The word limit for this section is 200 words.

This question is compulsory.

Consider the following when describing the creative idea:

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the strategy

• Was the strategy based on consumer behaviour and/or cultural insight?
• Did the insight come from research and data?
• Did creativity play a key role in the interpretation of the business challenge?
• Was this piece of work relevant to the defined target audience?
• Does the work genuinely solve a real problem?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the execution

• How effectively was the concept brought to life?
• What specific implementation strategies were employed to ensure success?
• Was the execution timeline realistic and well-managed?
• Which channels were utilised for placement, and were they optimal for reaching the target audience?
• How extensive was the scale of the execution in relation to the defined objectives?
• Did the execution adapt to any unexpected challenges or changes in the environment?

The word limit for this section is 150 words.

This question is compulsory.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement)
• change in consumer behaviour (e.g. attitudes, frequency, penetration)
• indications of short-, medium- or long-term sales success (e.g. donations, shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).

The word limit for this section is 150 words.

This question is compulsory.

• How will this work drive systemic progress for individuals, organisations or wider society?
• How do you plan to scale this work?
• What's next for this work?

The word limit for this section is 150 words.

This question is compulsory.

• Yes
• No

This question is compulsory.

I would like the Jury to see this response when judging this work (tick box)

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

This question is compulsory for Glass: The Lion for Change.

I would like the Jury to see this response when judging this work (tick box)

Please outline how this piece of work has aligned with the brand’s sustainability strategy. This could involve either operational measures to reduce the impact on the environment, and consumer strategies to encourage positive behaviour change, or both.

Please provide details of the benchmarks used for measuring the success of this piece of work’s contribution to the overall strategy. This could include, but is not limited to, targets around advertising business operations - advertising production - media planning and buying.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Has this work been in the market for 3 years or more?

If you select "No," the work will not be eligible for this category.

There is no word limit for this section.

This question is compulsory for B01.

Please provide for a timeline for each campaign within the strategy.

The word limit for this section is 150 words.

This question is compulsory for B01.