The Glass Lion and 3 Future Lions That Don’t Exist…Yet.
June 25, 2015 at 12:55pm by Niall Kelly
Last night the Cannes Lions International Festival of Creativity handed out its inaugural first batch of Glass Lions, an award that celebrates work that “…implicitly or explicitly addresses the issues of gender inequality or prejudice, through the conscious representation of gender in advertising.”
Some of the big winners included Always’ #likeagirl campaign, the Equal Pay Back Project where Sarah Silverman gets a penis to avoid the wage gap, and a fantastic campaign from P&G detergent Ariel in India called #sharetheloadthat actually looked like it may have sold some product.
Every year, winning a Lion becomes more and more like winning an Oscar. It’s usually easier when it involves the mentally challenged, themes of sexual identity or someone dying of a serious illness. And if it’s all of the above it’s a guaranteed Gold. But in all seriousness when you can do something great for your clients business needs and also leave the world in a better place than when you found it everybody wins. And great creativity has the power to do both which this festival proves time and time again.
So with that in mind I sat down to think of what other specialty Lions Cannes might award our industry in the future. Here’s what I came up. Patent pending.
The Pride – EEvery year this Lion would be given out to the agency or network that has collectively done the best job of helping advance the rights of the LGBTQ community around the world. A sure fire contender from this years show would absolutely be the Adcouncil’s Love Has No Labels campaign.
All Lions – This Lion would recognize great campaigns that have done exceptional jobs of being inclusionary of people with mental or physical disabilities. Work that not only gives these often overlooked minorities greater public visibility, but portrays them as valuable members of our countries and communities that are capable of so much more than we give them credit for. This award would celebrate great campaigns like Coordown’s Integration Dayinitiative from 2012.
Mother Lion – This honour would be given to exceptional campaigns that have helped make our planet more sustainable. These ideas could be large-scale social initiatives with the goal of changing people’s wasteful habits like last years fantastic Inglorious Fruits & Vegetables campaign from Intermarché. The trophy itself would be made of reclaimed Cannes Lions that people would have to submit alongside their submission as proof that their agency is committed to global sustainability of our natural resources above all else. The Lions collected from these submissions would then act as all future trophies for this new and prestigious award.