The ‘Not-So-Beautiful Game” was a campaign created in partnership with J. Walter Thompson (JWT) London to raise awarness of domestic abuse during the World Cup 2018
As football fever hit the nation in 2018, the ‘Not-So-Beautiful Game’ illustrated the uncomfortable truth that darkens the sport and the flags of some key nations were re-imagined and released on match days.
The video was entered into the Cannes Lions Film Festival 2019 and wins the Gold Award in the Sports Category. It is also shortlisted for a Cannes Glass Award (over 550 entries are now down to just 23 to compete for a bronze, silver, gold or grand prix award within this category).
About the Cannes Glass Award – the Award for Change
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.