LIONS launches new initiative – The Brief

Calling on global creative community to use their collective talent for good

  • The Brief invites LIONS Members across the world to come together to create a progress-driving creative campaign for the World Woman Foundation
  • Winning team will receive complimentary passes to Cannes Lions 2022 and all entrants will see work showcased across global LIONS channels

LIONS announces the launch of The Brief, a new initiative to bring creatives together to develop progress-driving creative campaigns for the World Woman Foundation to positively impact the future of women and girls across the world.

Open to all LIONS Members, The Brief will connect people from all corners of the globe, all levels of seniority, and from across the spectrum of creativity, to form teams who will compete to produce a winning campaign and brand identity for a new World Woman Foundation programme. On 15 November, a live briefing, hosted by LIONS Membership and the World Woman Foundation, will officially launch the challenge to all entered teams.

The work will be judged by a panel of creative industry legends, chaired by: Jonathan Mildenhall, Founder, TwentyFirstCenturyBrand. Jury members include: Nicky Bullard, CCO, MRM; Wesley ter Haar, Founder, Media.Monks; Josy Paul, Chairman, BBDO India and Mauricio Sarmiento CCO, Leo Burnett Bogotá.

Speaking about the initiative, Gaelle Comte, SVP, LIONS Membership, comments, “The Brief is an exciting and important moment in the LIONS Membership journey. At its heart the platform has always been about providing a place where our community can surround themselves with the very best advice, coaching, and opportunities to drive their creativity forward. This is a time for our Members to connect with others beyond their usual circle. We’re privileged to be in a position that allows us to convene the global industry and pull together the most diverse talent; we’re certain that as a result we will see some outstanding responses to the brief, with creativity being used as a full force for good.”

The World Woman Foundation is a US-based 501(c)(3) public charity with a current global footprint in 20 countries and a vision to empower 1 million women and girls worldwide by 2030. It aims to elevate women’s socio-economic milieu by providing access to capital, building community, commerce opportunities, and coaching in STEAM fields.

Speaking about the partnership, Rupa Dash, CEO, World Woman Foundation, said, “We see women’s entrepreneurship as a critical factor for creating new jobs and contributing to societies’ social and economic growth. Our timely partnership with LIONS for The Brief will merge the power of creativity and gender equality to reimagine the global reset in a bold new way for female entrepreneurs worldwide. Our collaboration will ignite new ideas and energies to bring equity and equality for aspiring young female entrepreneurs to play a similar role in the global labor market irrespective of gender. Ultimately our shared mission to inspire and engage with female entrepreneurs, could possibly add $28 trillion, or 26% to the global gross domestic product (GDP), which will be a gamechanger.”

Teams will have four weeks to work on their creative idea ahead of the submission deadline on 10 December. The winners of The Brief will receive complimentary passes to attend the Cannes Lions International Festival of Creativity in June 2022, and all entrants will see their work promoted on LIONS channels.

Key dates:

Registration is now open
Registration closes: 5 November
Teams confirmed:12 November
Creative sprint: 4 weeks, with the deadline for submissions on 10 December.
Judging: 10-21 January
Winners announced: 26 January

Interested Members can register to take part in the programme here. Further information on LIONS Membership and how to become a member is available here.



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