The Glass Lion was introduced to reward campaigns that played a part in combating gender inequality. 'Touch the Pickle' played on a myth in India that if a menstruating woman touched a pickle jar, she would contaminate and spoil the pickles. The ad also tackled a few other taboos, such as "don't go out" and "don't wear white".
Asia's second Glass Lion also went to BBDO India and P&G for 'Share the Load' a campaign for Ariel Matic which asked whether laundry really is only women's work or perhaps it's time that men take a hand.
In total, eight awards were given out in this category.
Unfortunately, Asia-Pacific only won a Bronze Creative Effectiveness Lion this year, out of a total of 17 Lions. The Lion went to Saatchi & Saatchi Sydney for its work on 'Penny the Pirate', a children's storybook that was also an eye-screening test, created on behalf of client OPSM Luxottica.
The same campaign won two Platinum and three Gold awards at the Asian Marketing Effectivenes and Strategy Awards earlier this month.
The Grand Prix in this category went to Forsman & Bodenfors Gothenburg, for the Volvo Trucks "Live Test" campaign.