Lola Mullenlowe – Real virtual beauty | Cry for the Law
Posted: Wed Jan 08, 2025 4:33 am
Each campaign received a silver award. Both were created by Lola Mullenlowe , the first (Real virtual beauty) being for Dove and the second (Cry for the Law) for Teta&Teta .
The first one shows what happens in the life of a video game character after the game is over. After defeating a monster, the warrior goes to the dressing room, as if it were a film set, and gets rid of her armour and accessories that oppress her real body, feeling satisfied with her real image. This campaign shows that 74% of women do not feel represented in video game characters. It won a silver in Innovation Cut .
The second campaign, however, involved placing a sculpture of a crying baby with built-in crying sounds in public places to symbolise the urgency and need to address the issue of breastfeeding in public. Below hungary number data are real testimonies from women who have been harassed or reprimanded for breastfeeding in public spaces. It took home a silver in the Work for Good Cut category .
McCann – There's live after 65
This campaign won a bronze at the Entertainment Cut . McCann's work for MAPFRE focuses on raising awareness among the population that after the age of 65 there is still life to enjoy.
"Without a doubt, aging, along with climate change and the digital revolution, is one of the three great challenges facing humanity in this century ," explained Juan Fernández Palacios, manager of the MAPFRE Foundation's Research Center on Aging .
MRM Spain – Ready Player Mom
This campaign won a bronze with Ready Player Mom for Enterogermina , a project developed by MRM Spain . This consisted of creating avatar versions of the mothers of the main influencers in the world of video games.
The first one shows what happens in the life of a video game character after the game is over. After defeating a monster, the warrior goes to the dressing room, as if it were a film set, and gets rid of her armour and accessories that oppress her real body, feeling satisfied with her real image. This campaign shows that 74% of women do not feel represented in video game characters. It won a silver in Innovation Cut .
The second campaign, however, involved placing a sculpture of a crying baby with built-in crying sounds in public places to symbolise the urgency and need to address the issue of breastfeeding in public. Below hungary number data are real testimonies from women who have been harassed or reprimanded for breastfeeding in public spaces. It took home a silver in the Work for Good Cut category .
McCann – There's live after 65
This campaign won a bronze at the Entertainment Cut . McCann's work for MAPFRE focuses on raising awareness among the population that after the age of 65 there is still life to enjoy.
"Without a doubt, aging, along with climate change and the digital revolution, is one of the three great challenges facing humanity in this century ," explained Juan Fernández Palacios, manager of the MAPFRE Foundation's Research Center on Aging .
MRM Spain – Ready Player Mom
This campaign won a bronze with Ready Player Mom for Enterogermina , a project developed by MRM Spain . This consisted of creating avatar versions of the mothers of the main influencers in the world of video games.