Cannes Lions

Be One of Many

SMUGGLER, London / MERCEDES BENZ / 2023

Film

Overview

Entries

Credits

Overview

Background

Released on International Women's Day, the spot features striking pictorial visuals and archival footage to challenge traditional gender stereotypes and promote equality. By delivering its message through an engaging medium, the work captures and holds the attention of audiences, including those in the entertainment industry. Overall, it serves as a thought-provoking piece of entertainment that sheds light on an important social and cultural issue.

Execution

A voiceover of a young girl drives the film, but the narrative is found in the bold and striking pictorial visuals. A slideshow begins with archival stills and footage of exceptional and inspiring female pioneers, first in their fields to be a woman. The question is then posed “But what if women didn’t have to be exceptional?”.

The piece goes on to present a visual metaphor outlining the under representation of girls in their respective fields. Scenes of females alone in a space outnumbered by males are contrasted by what equality looks like.

This video successfully illustrates the influence gender-stereotypes have on the way young people think about themselves and how times need to change. The piece ends with a young scientist stating “I don’t want to make history, I don’t want to be the only woman, I want to be one of

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