CANNES – Paying close attention to the criteria that entries for Glass: The Lion for Change that entries will need to demonstrate ideas intended to change the world is clearly something that AMV BBDO had in mind when they came up with ‘Bloodnormal.’ The campaign for Essity earned a Grand Prix in Glass Lions, not an easy task considering the radical nature of what was proposed.
Agency and brand took a long hard look at how women’s menstruation cycles has been portrayed across different cultures and different media and decided to do something to end the shame and the taboo that is often associated with women’s periods.
Work which sets out to positively impact ingrained gender inequality, imbalance, is also something that Glass Lions jury members looked for, and ‘Bloodnormal’ definitely met that criteria as well as celebrating culture-shifting creativity.
Only two Golds were given out in Glass: one to Pages BBDO out of the Dominican Republic for ‘The worst soap opera’ for UNICEF, and the other went to India’s ‘Sindoor Khela – No conditions apply’ for Times of India.
Out of three Silver Lions, one went to India as Cheil Worldwide Gurgaon took it for ‘The Samsung Technical School – Seema Nagar’ for Samsung India.
Finally, though only five Bronze Lions were distributed, India once again snagged one in the form of ‘#StandByToughMoms’ by BBDO India for SC Johnson.
The complete list of winners for Glass: The Lion for Change are here: