The Signal For Help program, created by Juniper Park TBWA for the Canadian Women Foundation, was one of only eight Lions awarded by the Glass Lions jury this year, and it received the Gold Medal in the category aimed at addressing issues of inequality and bias.
Perpetrators often control the communications and digital activities of their victims and monitor them. During the COVID-19 lockdowns, this made it more difficult for victims to escape their situations and find help, so the campaign created a hand signal that people could use in things like Zoom calls or while in public spaces to alert others that they needed assistance.
The Glass Grand Prix award was given to "Data Tienda" by DDB Mexico for WeCapital, which had previously won the Grand Prix in Creative Data. Low-income women in Mexico were unable to obtain loans for education or start businesses because they lacked credit histories due to men in the country typically controlling financial resources. However, they had previously received loans from companies in their neighborhoods, so WeCapital gathered accounting records and gender-specific data from small businesses in Mexico that had granted these loans when requested through a conversation with a WhatsApp bot, resulting in the creation of a credit score for them.
In the film, Rethink added a final lion to those selected for "Draw Ketchup," earning them a bronze.
The Film jury awarded two Grand Prix this year: one to 4Creative for Channel 4 latest campaign "Super. Human.", and the other to Smuggler for Apple "Escape From The Office" program. The recent campaign promoting Channel 4 Paralympic Games broadcasting shed light on the struggles athletes face to reach the podium, even in less glamorous moments.
In a nearly nine-minute-long video, the film "Escape From The Office" portrayed four co-workers - the "underdogs" in the office who had appeared in previous Apple commercials - trying to escape their terrifying boss by starting their own company. The story then follows their journey from struggling to bring an idea to fruition to confronting their former boss, who offers to buy their company, showcasing how Apple products can help along the way.
"Draw Ketchup" was not among the campaigns awarded in the Titanium Lions category due to its game-changing ideas.
The Titanium Grand Prix was awarded to "Long Live Prince," a campaign by Engine for EA Sports and the Kiyan Prince Foundation.
Kiyan Prince was a member of the Queens Park Rangers Youth Club when he was fatally stabbed at the age of
15. Following his tragic death, his father Mark established a foundation in his name to combat knife crime and youth violence.
To encourage young people to reach their full potential, Engine collaborated with technology company Framestore, as well as Prince friends, family, and teammates, to envision where Prince potential would have taken him. They created a model of what Prince would have looked like at age 30, which was then placed in EA popular FIFA 2021 game as a player for Queen Park Rangers. To make the campaign truly comprehensive, JD Sports used Prince image as a spokesperson in outdoor advertisements, and Topps released a special trading card featuring Prince.
There were no Canadian entries listed in the Lions Sustainable Development Goals category, which recognizes work that brings about societal change and contributes to the United Nations' 2030 Sustainable Development Goals.
The Grand Prix in that category went to "The Missing Chapter," a campaign created by Leo Burnett Mumbai for the Whisper brand. Menstruation is still an extremely taboo topic in India, to the extent that millions of girls drop out of school because their families or schools don't educate them on how to use menstrual products.
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