Cannes Lions

Powersong against prejudice

LG2, Montreal / PENNINGTONS / 2018

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Overview

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Credits

Overview

Description

The professional dance community judges overweight women particularly harshly. We decided to create a powerful song in honour of Akira Armstrong, a plus-size professional dancer. After being subjected to fat shaming, Akira became an example of determination by forming the full-figure dance troupe Pretty Big Movement. Inspired by her story and downloadable for free, the song aims to sensitize and encourage women of all sizes to not allow themselves to be intimidated.

Execution

The song Pretty Big & Awesome, recorded in collaboration with the Pretty Big Movement dancers, was performed for Akira Armstrong by her dance troupe. The surprise is captured in a video that includes testimonials from other full-figure dancers who have also suffered judgement and invites people to join in the fight against the stigma by downloading the song from Penningtons’ website. There, viewers are exposed to other videos speaking out against fat-phobic attitudes. Available in Canada's two official languages, the video was posted online via YouTube and the retailer's social media channels.

Outcome

• Thousands of conversations started about body positivity

• The powersong was downloaded thousands of times

• 4.7M views

• Extremely low cost of $0.04/view

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