Decades after the Women’s Suffrage movement in the U.S., Women’s Marches, and even with the rise of multiple women leaders around the world and yet true equality is still far from reach. This, among other issues on equality and human rights, is what the Glass, The Lion for Change, wants to encourage creatives to explore.
The Grand Prix in the Glass: The Lion for Change category goes to @VMLYR Poland for The Last Ever Issue, a campaign for Gazeta / Mastercard / BNP Paribas! #CannesLions pic.twitter.com/L4SeMwcmHH
— LIONS | The Home of Creativity (@Cannes_Lions) June 21, 2019
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And this year, winning the Grand Prix award is a campaign that saw an opportunity as a men’s magazine was about to close and bought it to change its identity at least for its very last print. VMYL&R and Gazeta.pl’s “The Last Ever Issue” bought of Your Weekend, Poland’s longest running men’s magazine.
For 27 years, the magazine published racy photos of women that objectified their bodies, propagating a culture of sexism and gender inequality. But after partnering up with Mastercard and BNP Paribas, the group bought off the magazine, and changed the contents. Instead of selling sex, the magazine became about women empowerment, gender equality, proper sex education, and more.
The move according to those who started it, felt like it was an end of an era, and the beginning of a new one.
Gold winning campaign for Glass: The Lion for Change:
For the full list of winners, click here.
Main Image from Cannes Lions 2019 via Twitter.
