The Glass Lion was introduced to recognize work that “breaks through gender bias and shatters stereotypical portrayals of men and women.”
Unsurprisingly for a world famous campaign to shatter stereotypes about girls and young women, Leo Burnett Toronto’s “#LikeAGirl” campaign for P&G, earned a spot on the shortlist.
The campaign has already earned the agency four Lions at this year’s Festival—a gold and silver in Direct, as well as a gold and bronze in Promo & Activation.
Also making the shortlist is Juniper Park for its work on a social campaign for YWCA Canada. Titled “NOTokay,” the effort urged Canadians to speak out against women being objectified and attacked in the media or online.
The jury, lead by well-known advertising consultant and former BBH chair Cindy Gallop, will base its vote on the following criteria:
- Strategy and brand positioning
- Cultural/social climate
- Results and impact
The category received 166 entries from 43 countries in its launch year. The award will be presented Tuesday night during the Media, PR, Outdoor, Glass and Creative Effectiveness Lions Awards Ceremony.
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