'#Likeagirl' and 'This Girl Can' win first Glass Lions

The Grand Prix was awarded to: Touch the Pickle for Procter & Gamble India by BBDO India Mumbai
The Grand Prix was awarded to: Touch the Pickle for Procter & Gamble India by BBDO India Mumbai

Leo Burnett's "#Likeagirl" and FCB Inferno's 'This Girl Can' have picked up gongs at the inaugural Glass Lion awards at the Cannes International Festival of Creativity, tonight.

The UK has won the most Lions per country in the Glass category, which recognises work that challenges gender bias.

There were 18 shortlisted entries in total – three of which were for the UK. Eight campaigns won awards and all are awarded as Glass (apart from the Grand Prix). There is no Gold, Silver or Bronze award.

Leo Burnett’s "#Likeagirl", which is a joint entry from the agency’s London, Toronto and Chicago offices, encourages people to redefine the phrase "like a girl" as something strong and powerful.

FCB Inferno’s empowering 'This Girl Can' campaign for Sport England, which encourages girls to exercise, picked up an award.

The Grand Prix was awarded to 'Touch the Pickle', for Procter & Gamble India, by BBDO India Mumbai.

This campaign for P&G's Whisper, an Indian sanitary towel brand, revolved around a 30-second ad, which exposed the myths surrounding menstruation, including the idea that a woman on her period should not touch a pickle jar because it could spoil the pickle. The myth is that a woman on her period is impure, therefore anything she touches becomes dirty.

Cindy Gallop, the founder and chief executive at If We Ran The World and Make Love Not Porn, is the jury president. 

This article was first published on www.campaignlive.co.uk


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