France – A total of 18 entries have made it through the shortlist of Cannes Lions’ newest award category – The Glass Lions: The Lion of Change – to recognize advertising campaigns that boldly address issues of gender inequality, sexual stereotyping or prejudice towards men and women.
The new category drew in 166 contenders from 13 countries, among them recent viral hits like P&G’s #LikeAGirl via Leo Burnett Toronto and “The Equal Pay Back Project” from Droga5 New York.
The Glass Lion shortlist also puts the spotlight on other remarkable campaigns that have not generated the same online buzz like its western counterparts. Among them are Abortiontravel from DDB Spain, Avon 180 Make-up line by Newstyle São Paulo and “Give mom back her name”
The Glass Lion was created in collaboration with non-profit LeanIn.org, inspired by the See It Be It program launched at Cannes 2014 to promote female creatives.
Different from other Lions, the new award has no sub-categories and will donate the proceeds from the entry fees to gender inequality causes. The Glass Lion is sponsored by IBM, Ipsos and Refinery 29 with the support of impactNow.
The inaugural winners will be announced this Tuesday, 23 June, taking home a first-of-its kind Lion made out of glass instead of metal. Points earned in this new category will also count towards the Agency, Network and Holding Company of the Year awards.
