Glass: The Lion for Change is among the newer tracks recognized by the Cannes Lions International Festival of Creativity. First launched five years ago, it was intended to put into the spotlight and reward campaigns that didn’t stop at selling products, but spark conversations on the betterment of society as well.
Manila-based agency Dentsu Jayme Syfu’s Chairmom Merlee Jayme gives us a look behind the judging process as one of the track’s jury members, and how the different campaigns under the track impressed them and made her hopeful that creatives and communicators can help change the world.
One of the most interesting campaigns she found was VMLY&R Poland’s ‘Last Ever Issue’, a statement made by the agency to help empower women and change the way society looks at womanhood. The campaign eventually won the top award as the Grand Prix Winner for the Glass: The Lion for Change.