Leo Burnett Beirut has won a Gold in the Glass Lions category at the Cannes Lions International Festival of Creativity 2016.
The agency won for its campaign ‘Legally Bride’ for Kafa. The ad campaign highlights the issue of child marriage that is rampant in Lebanon where the age of consent in the country is set by religious tribunals.
The Glass Lions received 151 entries this year. “The Glass Lions holds significance as it gets under the bell of gender disparity. It enables brands to step up and brace these issues,” said Jury President Madeline Di Nonno, Chief Executive Officer, Geena Davis Institute on Gender in Media, Global.
“We were looking for work that shatter gender stereotypes. Creativity and innovation was the benchmark, but beyond that the message and impact of the message, is what we were looking for,” Ms Nonno added.
The Grand Prix in the category is awarded to ‘6 Pack band’ created by Mindshare Mumbai for Hindustan Unilever.
The agency also bagged a Bronze in Direct Lions category for the same campaign.
A total of 3071 entries were received in the Direct Lions category out of which 71 Lions were awarded. Speaking on the parameters that the jury focussed on while judging, Jury President Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide said, ”We tried to identify brand who grace creativity. We were looking at how the campaigns could not only create human value but also focus on brands. Nestling among the entries are diamonds that demonstrate the power of creativity and ideas that are brilliant and raise the bar.”
The Grand Prix was awarded to InGO Stockholm for ‘The Swedish Number’ for Swedish Tourist Association. “It is easy to mistake technology for human connect. It was refreshing to see an idea which connected 9.5 million brand ambassadors with the world through the most direct communication tool – speaking,” said Mr Tutssel.