June 30, 2022 – 16:20
Written by Lídia Capitani
Domestic violence, menstruation, self-esteem, financial independence, motherhood, advocacy. These were some of the topics covered in the award-winning campaigns of the Cannes 2022 International Festival of Creativity. These are projects that promote emancipation, protection and care for the female population in different parts of the world.
In India, for example, talking about the menstrual cycle is still taboo. The Missing Chapter campaign by Lea Burnett of Mumbai for P&G,, who educated school-age girls about the physiology and biology of their bodies during menstruation, made it possible to add one chapter on the subject to school textbooks.
The “Data Tienda” campaign, run by DDB Mexico for WeCapital, promoted the financial emancipation of women in Mexico. Previously, they did not have a credit history available to traditional banks in the country. The Data Tienda gave these banks access to the credit history of small local businesses, leading to the opening of credit lines for Mexican women.
Dove from the United States, on the other hand, created the “Reverse Selfie” project with Ogilvy, which reversed the process of editing photos of girls, praising their natural beauty. The campaign warned of the negative effects of these tools on girls ’self-esteem.
With a special interest in women’s issues and LGBTQIAP +, Women to Watch singled out twelve campaigns that won the Grand Prix and the Golden Lion at Cannes this year.
Grand Prix – Lions in the open
“Liquid Billboard” Havas Middle East for Adidas
Country: United Arab Emirates
The “Outdoor Grand Prix” award at Cannes 2022 went to the “Liquid Billboard” campaign conducted by Adidas. The brand has created a “diving” billboard to promote an inclusive line of suits, geared towards women. According to the campaign, 32% of women are not comfortable wearing swimsuits in public, and the number is three times higher among women in the Middle East.
The brand built a tank on a beach in Dubai, where one of the walls was made of acrylic, and invited women of different nationalities, religions and bodies to dive into it and be the face of the campaign. The suggestion was to convey a message of self-acceptance and breaking stereotypes about beauty.
Grand Prix – Fun Lions For Sport
“NikeSync” R / GA London for Nike
country: United Kingdom
Nike has created a campaign for its period synchronization app aimed at the fitness world. The product emphasizes the needs of women during each phase of the menstrual cycle and follows exercise tips tailored to the period.
The campaign emphasizes that there are different bodies and that the sports world has not yet known that women have menstruation. The app, in addition to providing exercises designed for each phase of the cycle, provides informative content that helps women better understand their physiology. The application was developed by Dr. Stacy Sims, an expert in female athletic physiology, and involved athletes to describe the experience.
Grand Prix – Creative Data Lions
Grand Prix – Glass: The Lion for Change
“Data Store”, DDB Mexico for WeCapital
WeCapital has created an inclusive credit system for women in Mexico. According to the campaign, 83% of women in the country have no credit history and therefore cannot apply for loans, which prevents them from expanding their business and financial independence.
The company has created a system that retrieves the credit history of small businesses and makes it accessible to large financial centers. The initiative has allowed 23% of Mexicans to have access to small bank loans, and the campaign shows that some of them are saying what they could do with the loan being offered to them.
Grand Prix – Lions Sustainable Development Goals
“The Missing Chapter” by Lea Burnett of Mumbai for P&G
“The Missing Chapter” is a campaign to educate schoolchildren about menstruation. In India, the menstrual cycle is still a taboo topic, causing 23 million girls to drop out of school due to a lack of information on the topic.
In the campaign, posters were distributed to schools and villages across the country. The paper provided information on the biology and physiology of the menstrual cycle, and was edited in a variety of languages and local art styles. In addition to distribution, the campaign includes a petition to include this chapter in school textbooks, which the Government has accepted.
Golden Lion – Printing and Publishing Lions
Ogilvy’s “Reverse Selfie” for Dove
Country: United States
Dove’s “Reverse Selfie” campaign is an extension of the former “Evolution” campaign from 2006, which showed the evolution of the model until the debut of the commercial. Dove found that current apps and social networks encourage children to see themselves in a negative way, due to a number of tools that allow them to modify facial features and shapes that change people’s physiognomy.
The “reverse selfie” shows the result of the photo after all the retouching and filters that the girl edited. The video shows the reverse process, the girl removes the modifications from her face, removes the makeup, until she shows off her natural face. The campaign reflects how this culture of photo editing affects girls ’self-esteem.
Golden lion – designer lions
“Lesso-Lessons” Ogilvy Africa for Roto and the Ministry of Health of Kenya
“Lesso-Lessons”, Ogilvy Africa, won the Golden Lion in the Design – Special Editions and Custom Items category. It is a campaign to educate mothers about nutrition in rural Kenya in the fight against infant and child malnutrition.
Lesso is a fabric ornament that mothers use to carry their babies and is distributed among generations of tribes. Lesso, developed by Ogilvy, has texts that serve as guides on nutrition in a baby’s first 24 months.
Golden lion – direct lions
‘The Nominate Me Selfie’ by FCB for The Times of India and Political Shakti
The campaign began in 2020 during the elections in Bihar, one of the countries in India with the worst level of representation of women in politics. According to the video, the country is the largest democracy in the world, but only 10% of MPs are women. In order for women to get political positions, they must be nominated by party leaders, who are mostly made up of men.
Shakti is a group of women in politics, and in partnership with The Times of India and the FCB, they created “The Nominate Me Selfie,” a political movement to promote female names with political careers. Each woman took a selfie and made a virtual badge with her information from public life. The photos were sent to party leaders. Following the campaign, 22 of the 115 parliamentary seats were allocated to women, and another 72 were allocated to committees.
Golden Lion – Media Lion
“Bridearmour” Ogilvy South Africa for AB InBev
Country: South Africa
1 in 3 women in the world are raped by their husbands. In a campaign against domestic violence, Ogilvy of South Africa created a model of a wedding dress that serves as armor. The models paraded with their dresses at the biggest fashion event in the country.
The campaign called on men to promise never to rape their partners. Those votes were printed on 10 million cans of Carling Black Label beer distributed nationwide. The campaign sparked great online engagement and promoted new debates on the subject.
Golden Lion – Media Lion
Hill + Knowlton’s “Ford Very Gay Raptor” for Ford
country: United Kingdom
Ford has launched the Ranger Raptor which will be unveiled at the 2022 Goodwood Festival of Speed in the UK. In honor of the LGBTQIAP + community, the pickup has a special livery and is called the “Ford Very Gay Raptor”. The campaign is part of Ford’s movement to combat homophobia in the automotive world.
In addition to the colorful pickup, the brand began a series of lives called “Tough Talks,” which talks about how the industry can be more inclusive with the community. The model was created in response to an online comment that said the Ranger Raptor’s blue livery was “too gay”.
Golden Lion – PR lions
“Gender Replacement” by Women in Games for BETC Paris
The Women In Games campaign shows how the female gender is represented in a stereotypical and hypersexualized way in the gaming world. According to the campaign, half of the players in the world are women, but they represent only 22% of workers in the industry.
The brand was created by Gender Swap, a campaign that changes the gender of characters from video games. Men become women, and vice versa. Through lives on Twitch channels, players were able to see how male characters behave in an exaggerated way.
Golden Lion – Brand experience and activation lions
“Doja Code” from Mojo Supermarket for girls who encrypt
Country: United States
To encourage women to enter the world of programming, Girls Who Code created the “Doja Code” campaign. The project consisted of allowing women to participate in the first programmable music video through programming languages.
The music video for the song “Woman” by singer Doje Cat has become a montage, and through programming classes the campaign has involved women around the world in programming.
Golden lion – glass: a lion for a change
“Signal for help” Juniper Park for the Canadian Women’s Foundation
The Women’s Foundation Canada campaign created a movement against domestic violence through a hand sign that could be made during a video call. In addition to posts on social media, the text explains how to make a sign and what to do to help those who have done so.
In the video, the campaign presents the case of a YouTuber who made a sign in one of her videos and warned her followers to call the authorities. The sign created a movement with global engagement and went viral on platforms like TikTok.