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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

A Lion in five

This week: Glass

Half the battle of winning a Lion is properly understanding the category. In this essential weekly guide for Festival veterans and first-timers alike, the Cannes Lions Awards team share five examples of work to help you make sense of Glass: The Lion for Change.

created on Friday 21 Apr 2017

The Glass Lion is known as the "Lion for Change" and it celebrates culture-shifting creativity. Entries in the Glass Lion need to demonstrate ideas intended to change the world; that is work which sets out to positively impact ingrained gender inequality, imbalance or injustice. The Glass Lion recognises work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.

The band

See full credits in the Cannes Lions Archive

6 Pack Band, by Hindustand Unilever
Grand Prix Glass Lion, 2016

India's first ever transgender pop band, brought to you by Brooke Bond Red Label Tea. Singing with the aim of raising awareness for India's transgender community this campaign forced the country to confront its prejudices and change perceptions.

The movement

See full credits in the Cannes Lions Archive

#LIKEAGIRL, by Procter & Gamble
Glass Lion, 2015

Inspiring a movement by reversing the meaning of a common phrase that had developed negative connotations. Starting with a powerful viral video that garnered over 85 million views Always found a way to change mind-sets, to show that doing things "like a girl" means doing something with confidence, conviction and pride.

The takeover

See full credits in the Cannes Lions Archive

Marriage Market Takeover, by SK-II
Glass Lion, 2016

'Sheng Nu' which translates to ‘Leftover Women’ is a phenomenon that has been used by Chinese state media to stigmatize unmarried women over the age of 27. SK-II elevated their #changedestiny campaign to include #lifedestiny, creating an installation at the marriage market in Shanghai's People's Park that challenged the perception of Sheng Nus and the way we view single women all over the world.

The beauty vlogs with a difference

See full credits in the Cannes Lions Archive

Beauty Tips By Reshma, by Make Love Not Scars
Glass Lion, 2016

A shocking 1000 cases of acid attacks are reported in India every year, yet over-the-counter acid is still easily available to buy. Make Love Not Scars took on the mammoth task of ending acid sale and created a series of 3 beauty vlogs starring Reshma, an acid attack survivor that crowd sourced petition signatures to India's Prime Minister to enforce the ban.

The dad's apology

See full credits in the Cannes Lions Archive

DADS#SHARETHELOAD, by Procter & Gamble India
Glass Lion, 2016

Ariel asked 'why is the laundry only a mother's job?' in a campaign that highlighted gender inequality in the home and the passing down of prejudice from one generation to the next.

 

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