Work towards
A better world
Equality isn’t just important for the people working in the industry. We need to make sure we’re producing work that reflects the world around us. This year at Cannes Lions, winning work in Glass: The Lion for Change showed us what it means to create culture-shifting work that sets out to positively impact ingrained gender inequality, imbalance or injustice.
The Last Ever Issue
A lack of formal sex eduation in Poland meant that generations of people learned about women and sex from porn. VMLY&R Poland teamed up with Gazeta.PL, Mastercard and BNP Paribas to take a stand. They bought Poland’s longest-standing pornographic magazine, Your Weekend, and launched ‘The Last Ever Issue’ on International Women’s Day.
Viva La Vulva
95% of women think their vagina is imperfect. A film from Essity combined creativity and humour to tackle an ingrained social shame, encouraging women to give the female anatomy the praise and power it deserves.
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First Shave
Advertising focuses heavily on cisgender stereotypes and men who don’t conform to traditional definitions of manhood rarely see themselves in advertising. A series of content from Gillette followed four transgender men as they a first step into manhood: shaving.