Glass: The Lion for Change

Glass: The Lion for Change celebrates culture-shifting creativity. Entries will need to demonstrate ideas intended to change the world; that is, work which sets out to positively impact ingrained gender inequality, imbalance or injustice.

The Glass Lion recognises work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising. There are no categories for Glass. Work can be for any commercial or non-commercial client, regardless of the product or service being advertised, or the medium of communication. All entry proceeds for Glass are donated to related-charities and/or not for profit organisations and/or nongovernmental organisations the details of which will be announced nearer to the festival dates.

The Glass Lion is proudly sponsored by

Glass: The Lion for Change Sections

  • A. Glass: The Lion for Change

    We recognise the power of creativity to positively impact not only businesses and brands, but also the world at large. This Award rewards creative work which rejects gender stereotypes and confronts prejudice and inequality by representing the gendering of individuals in a progressive or socially conscious way.

    • A01 Glass

      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.

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Glass: The Lion for Change President's Message

Jaime Robinson President

Chief Creative Officer, Joan Creative, United States

"Many of you won’t remember this, but there used to be a time when the only woman you could find in a standard beer commercial would be clad in a teensy tiny string bikini. Sometimes, she’d even be wrestling with other women in bikinis, too.

Thankfully, in the past few years, we have seen seismic changes in the cultural conversations around gender, and with it, the way we portray gender in advertising. Not just concerning women, but also new ideas about masculinity, gender fluidity and LGBTQ issues. Brands are daring to step into unfamiliar territory, and the world is becoming better for it.

But these ideas only progress when we, as an industry, put passion into progressing them. And that’s why I am so honored and excited to be judging the 2019 Glass Lions. Because more than ever, marketers are really investing time, money and creative energy into this kind of work.

The Venn diagram intersection of creatively good work and culturally good work is booming right now. Let’s use this to push the conversation even farther."

Glass: The Lion for Change Jury

Jaime Robinson Jury President

Chief Creative Officer
Joan Creative
United States

Jaime Robinson is the co-Founder and Chief Creative Officer of Joan, a New York City-based holding company founded in 2016 with the launch of an advertising agency, Joan Creative. Joan Creative develops brand strategies, premium advertising and branded content for a wide range of clients, including General Mills, Netflix, Ferrara and Gallo Wines. In 2017, Joan also launched Damn Joan, a digital media brand that creates playful, provocative content and experiences for its loyal community of joyfully rebellious readers. Jaime's unique approach to creativity and marketing has earned her spots on Adweek's "50 Creatives Whose Brilliant Ideas and Beautiful Craft Will Make You Jealous," Fast Company's "100 Most Creative People in Business," and Ad Age's "40 Under 40” lists, along with over 30 Cannes Lions (including 3 Grand Prix) and an Emmy for “Outstanding New Approach” in Entertainment. Prior to launching Joan, Jaime served as Executive Creative Director of Wieden+Kennedy, New York, and VP, Executive Creative Director at Pereira & O’Dell.
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Ali Rez

Regional Executive Creative Director, Middle East and Pakistan
Impact BBDO
Middle East and Pakistan


Geoff Edwards

Executive Creative Director
TBWA\Media Arts Lab
United States


Kitty Lun

Director, Head of Creative Shop, Greater China
Hong Kong


Lisa Sherman

President & CEO
The Advertising Council
United States


Martina Poulopati

Essity Feminine Care: Global Brand Communications Manager


Merlee Jayme

CCO and Chairmom
Dentsu Jayme SYFU


Smita Reddy

EVP Global Client Relationship Manager


Tista Sen

Regional Creative Director
J. Walter Thompson India
South Asia


Todd Hunter

Co-Chief Creative Officer
United States


Past winners of the Glass: The Lions for Change


2018 · AMVBBDO for Essity


We live in a world that silences and shames women for having periods. Culture is awash with imagery of blood, in medical, crime and horror films and live sports. Yet periods are either absent or ridiculed if it is shown. This has led to a culture that makes women feel disgusting and men disgusted by periods. This effects women’s mental and physical well-being. Statistics prove it. 56% of teens would rather be bullied than tell their parents about their period. 42% of women have been period shamed. And half of women have felt embarrassed by their periods. Bloodnormal wanted to challenge this stigma and show that periods are normal and beautiful. And without shame. But it is easier said than done, broadcasting authorities still police the showing of period blood, often ruling its depiction can cause offence. But to end a taboo you must break it.

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