Emily Tan
Jun 24, 2015

BBDO India wins Grand Prix Glass Lion, region takes only one Bronze in Creative Effectiveness

CANNES - BBDO India won the first ever Grand Prix in the newly introduced Glass Lion category for 'Touch the Pickle', a campaign for Whisper Sanitary Napkins aimed at combating the nation's taboos against menstruating women.

'Touch the Pickle'
'Touch the Pickle'

Follow Campaign Asia-Pacific's Cannes coverage at campaignasia.com/cannes2015and coverage by the entire Campaign global team at cannes.campaignlive.co.uk.

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.  

CREATIVE EFFECTIVENESS

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. 

 

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