The rationale for taking over the magazine, Twój Weekend, was to protest against the objectification of women.
The winner of the 2019 Glass Lion is ‘The Last Ever Issue’, a high- impact campaign that saw ad agency VMLY&R acquire Poland’s oldest porn magazine so that it could shut it down. The campaign was entered on behalf of Mastercard, BNP Paribas and Polish newspaper Gazeta. pl, three clients that collaborated with the agency on the campaign. The rationale for taking over the magazine, Twój Weekend, was to protest against the objectification of women. A special final issue didn’t feature any nude photos. Instead it covered cultural issues such as sex education, gender portrayal, equal rights and sexism. The project was supported by an advertising campaign including outdoor, media, cinema, radio, press, social media and online. Media was handled by Wavemaker, which said:
“organically reached 4.5 million people and generated 25 million media impressions”
Content from ‘The Last Ever Issue’ also generated 500,000 visits to Gazeta.pl.
Jury president Jaime Robinson made it clear that female objectification was on her mind in her pre- Festival message when she said: “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. Thankfully, we have seen seismic changes in the cultural conversations around gender, and with it, the way we portray gender in advertising.” The Glass jury awarded one Gold Lion, to ‘ Viva La Vulva’ — a hit with juries through the week. That thought-provoking campaign was entered by AMVBBDO on behalf of Essity’s Libresse/ Bodyform brand.