CANNES, FRANCE — The Cannes Lions, considered to be the largest gathering in the creative marketing community, is going fully digital this year. For the first time, everyone across the globe can come together to witness the Cannes Lions Awards, together, live.
As such, the award-giving body has announced the shortlist of winners in three categories, respectively the “Titanium Lions“, “Glass: The Lion for Change“, and “Innovation Lions”.
In partnership with Microsoft Corporation, the “Titanium Lions” celebrate game-changing creativity. This category recognizes and lauds those that have broken new ground in branded communications with provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry and moves it forward.
Meanwhile, the “Glass: The Lion for Change“, in partnership with Facebook, celebrates culture-shifting creativity. Entries that stood out demonstrated ideas that were intended to change the world; work that set out to positively impact ingrained gender inequality, imbalance, or injustice.
As revealed, the shortlist of winners under this category includes an entry from Singapore.
Please Arrest Me, conceptualized by Ogilvy Singapore for the RIT Foundation, tackles the worrisome issue of marital rape, especially in India where it is not considered a crime.
The campaign features an activist who turned himself into the police, pretending he raped his wife. Within minutes, he was freed. The RIT Foundation captured the whole process – from him interviewing lawyers, victims, and women on the street, to him going into the police station with hidden cameras and the authorities saying that raping your wife is not a crime. The film was launched online to fierce reactions from both camps, with influencers uploading the videos on their channels to rally support against the cause.
Moving on to the “Innovation Lions“, this category celebrates ground-breaking innovation, technology, and problem-solving. From Asia, the Japan-headquartered Panasonic Corporation Osaka was able to make it to the shortlist with their work on, “PA!GO ‒ An experiment for explorers with Google.”
Their campaign for Panasonic uses technology to encourage children to spend more time outside and learn about the world around them. At Tech Open Air (TOA) 2019, FUTURE LIFE FACTORY, Panasonic Design exhibited a concept model of a smart educational toy called, “PA! GO” that boosts children’s curiosity.
To learn more or to join the first-ever digitally broadcasted Cannes Lions Awards, you may visit their official website here. The online event will be on June 21-25, 2021.
