Can a new award change the rules of the game?

Lemon2020

Issue 40: Glassless Lion

Tove Langseth, Creative Director, DDB Stockholm 

My choice is a not a regular campaign but a Swedish initiative called Equalisters that’s gained huge attention in Sweden. It is an equality project aiming to correct the imbalances of representation in media, culture, business and other contexts. Using vast social networks, Equalisters enables organizations to find qualified diverse expertise across every field.

Effie Kacopieros, Art Director, DDB Sydney

Executed in a beautiful, subtle manner, Droga5’s “I Will What I Want” campaign shines a light on the achievements of strong, persistent women who tuned out society’s standards to achieve their dreams. A great example that empowers women to block out negativity and believe in themselves, despite the obstacles they face. True in all areas of their lives, not just athleticism.  

Eva Polis, Creative Director, DDB Edmonton

The middle-aged white guy is a go-to punch line in so many ads, one that I admit I am guilty of relying on occasionally. This is why my vote goes to #howtodad from Tribal Worldwide in Toronto. It challenges this male stereotype in an authentic way with humour. By reflecting these everyday dad truths in a smart, celebratory manner #howtodad proves life isn’t over when you drive an SUV. The script is witty, and the casting perfect. And it’s made me more respectful of roles I create for men.