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Cannes 2015: BBDO India's 'Touch the Pickle' Wins Glass Grand Prix
The Touch The Pickle campaign has also won a Bronze Media Lion. BBDO's Share The Load campaign for P&G's Ariel Matic has won a Glass Lion.
BBDO India Mumbai's 'Touch the Pickle' campaign for P&G's sanitary napkin brand Whisper has bagged the Grand Prix in the Glass Lion category.
The campaign, a favourite at Cannes this year, is aimed at challenging irrational taboos around menstruation. The movement saw the participation of over 2.9 million women and fetched earned media worth USD 6.1 million. Post-campaign, Whisper's share of voice grew from 21 per cent to 91 per cent.
What's more, the Touch the Pickle campaign also fetched BBDO India a Bronze Media Lion. No other Indian entry won a Media Lion this year. BBDO's Share The Load campaign for P&G's Ariel Matic has won a Glass Lion.
About The Glass Lion - The Lion for Change
The Glass Lion category has been introduced this year.
As explained on the official Cannes Lions website, "The Glass Lion recognises work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising. Entries can be for any product or service and designed for any medium, but will in some way represent a shift towards more positive, progressive and gender-aware communication."
The award has been created in partnership with LeanIn.Org, an organisation founded by Facebook's Sheryl Sandberg. LeanIn.Org is a not-for-profit organisation dedicated to creating a gender neutral world.
In all, eight Glass Lions were given away this year.