Cannes Lions

The Bonnie Award

CP+B, Boulder / AMERICAN AIRLINES / 2018

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Overview

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Credits

Overview

Description

Many discuss gender disparity in Hollywood, but few brands are brave enough to do something about it. American Airlines was inspired to take action as the first airline to hire a female pilot, Bonnie Tiburzi. As a major partner to Hollywood, American decided to lead by example and partner with Film Independent to create an award for female directors, called the Bonnie Award. American also created the first-and-only inflight channel dedicated to female directors-the Bonnie Channel.

Execution

American Airlines partnered with Film Independent to create an award for female directors-the Bonnie Award. The award came with a $50,000 grant to help fund the winner's next project. American also created the first-and-only inflight channel dedicated to female directors, called the Bonnie Channel.

Outcome

The Bonnie Channel lives across the entire American Airlines fleet, reaching over 500,000 passengers daily. Actors and directors sought ways to participate. Major female directors like Patty Jenkins donated their time for a PSA video to spread the word about the Bonnie Award. Ava DuVernay asked to announce the inaugural Bonnie Award winner. Hollywood celebs shared photos of the activations, starting a bigger conversation about female representation in Hollywood.

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