Body lotion made for and with transgender women wins Glass Lions Grand Prix

Ogilvy Singapore won the Grand Prix in the Glass: The Lion for Change category at the Cannes International Festival of Creativity on Friday for Unilever’s revolutionary Vaseline lotion that helps transgender women tackle unique skin issues during and after their transition process. The first-of-its-kind, “clinically-proven” product, Vaseline Pro Derma Transition Body Lotion was made with the transgender community in Thailand, which has one of the largest transgender populations in the world. Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns During transitioning, skin gets really dry due to the hormonal imbalance, according to a case study from Unilever and WPP’s Ogilvy. It took two years to create the lotion and get it clinically approved. It was launched on March 31, International Transgender Day of Visibility. “Transition Body Lotion represents a fantastic demonstration of how driving social change is good business,” said Cindy Gallop, the jury president, who added that the jury “had no hesitation in unanimously awarding Transition Body Lotion the Grand Prix.” The lotion, which garnered more than 158 million impressions, is noteworthy because it goes beyond typical Pride campaigns that show support for the LGBTQ+ community; it’s an actual product solving a unique problem for the transgender community. Pride 2024—How brands and organizations are celebrating “In creating this product, we never thought of it as a limited edition,” Jeet Vijan, senior global brand manager of Vaseline, said in the case study video. “We decided it was going to serve a community and it would stay on shelves forever.” Gallop slammed entrants in the category on Friday for exhibiting sexist behavior while presenting their work including “the man talking over the woman, the man physically blocking the woman with his body while presenting, using the woman as a prop.” She said the jury reached out to those entrants, which she did not identify, to express their displeasure. Gold Lion The sole Gold Lion awarded in the category went to “Pink Chip,” the first live index to track and promote the performance of women-led companies, for European investment app Degiro. The campaign also won a Gold Lion in the Creative Strategy category. The campaign from WPP’s AKQA Amsterdam aimed to address the disappointing fact that, in a world where only 7% of CEOs are women, investor bias often leads to stock sell-offs when female CEOs are appointed to a company, according to the agency. The live index used AI to create an open dataset of female-led businesses and measure their performance against global benchmarks, showing investors the benefits of having women chief executives. The campaign launched on International Women’s Day in March and soon generated more than 2 million impressions. It attracted nearly 70,000 visitors to PinkChip.org, where the index is free to access, in its first week. Read about Ad Age’s 2024 Leading Women here

Body lotion made for and with transgender women wins Glass Lions Grand Prix

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