Glass: The Lion for Change
Glass: The Lion for Change recognises creative work that addresses inequality and prejudice by consciously representing and empowering marginalised communities. This can include, but not be limited to, disabled people, Black and Indigenous people, refugees, asylum seekers, displaced individuals, minority religious groups, marginalised ethnic groups, LGBTQ+ communities, underserved socioeconomic groups and people of all ages, especially those underrepresented or stigmatised in society.
Celebrating brands that use creative excellence to drive cultural shifts, create systemic change, and set new standards for positive impact for the communities it serves.
Celebrating brands that use creative excellence to drive cultural shifts, create systemic change, and set new standards for positive impact for the communities it serves.
Overview
A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.
The same piece of work can only be entered two times into Glass.
To be eligible for category 'B01. Long-Term Brand Platform', the work must have been in the market for at least 3 years.
The work entered into Glass can be for any commercial or non-commercial client, regardless of the product or service or the medium of communication.
Shortlisted entrants will be required to present their work to the jury.
All case films, films, demo films and original content must be subtitled in English.
All entry fees for Glass are donated to related charities that will be announced after the festival has taken place.
The same piece of work can only be entered two times into Glass.
To be eligible for category 'B01. Long-Term Brand Platform', the work must have been in the market for at least 3 years.
The work entered into Glass can be for any commercial or non-commercial client, regardless of the product or service or the medium of communication.
Shortlisted entrants will be required to present their work to the jury.
All case films, films, demo films and original content must be subtitled in English.
All entry fees for Glass are donated to related charities that will be announced after the festival has taken place.
A. Glass
A01 Technology. NEW
Technology and technological solutions that enhance, facilitate, or improve the way individuals, groups, and ideas are represented in digital and physical spaces. The work should demonstrate how diversity and inclusion are embedded in the technology's design, execution, and impact, driving positive social change and innovation.
A02 Product/Service. NEW
Products and services designed to uplift and accurately represent individuals and communities from varied backgrounds, cultures, and identities. The work should show that by reducing bias and promoting fairness, these products and services enable brands to better serve and connect with audiences, fostering a more inclusive and respectful environment.
A03 Initiatives. NEW
Programmes, campaigns, and movements aimed at improving how people and communities are represented across media and public spaces. The work should demonstrate how the initiative has been implemented to drive systemic change, and promote the equitable portrayal of diverse identities, experiences, and perspectives.
A04 Internal Practices and Values. NEW
Policies, standards, and cultural practices that organisations implement to ensure fair, inclusive, and authentic representation within their internal operations and workforce. This may include but is not limited to fostering an inclusive culture, and embedding equitable representation in decision-making processes across an organisation.
B. Long-Term Brand Platform
B01 Long-Term Brand Platform. NEW
Brand platforms that have demonstrated enduring impact over time. The brand platform must show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.
* Three or more distinct campaigns as part of an overarching brand strategy. One of which must have been implemented after 8th feb 2024. The platform must have been in the market for at least three years.