ad: Annual 2024 Now Open For Entries!
*

21st Century Women: An alternative view of Cannes 2017

Published by

As this year’s Festival of Creativity draws to a close, it’s safe to say that Cannes 2017 has been predictably unpredictable. From a semen testing app scooping a Grand Prix, through to the epic 17-minute film triumph from, of all brands, a bank - it’s been a big year.

And nowhere is this truer than in the gender equality arena. There were success stories - like the conclusive win from ‘Fearless Girl’, and the ingenious idea to invite the daughters of advertising’s most powerful women on stage for ‘Daughters of the Evolution’. There were also a few stories of just how far we still have to go – like Glass Lion juror Amani Al-Khatahtbeh’s detainment at the airport for refusing to remove her head scarf.

However you look at it, it’s clear that the Glass Lion is as relevant and indispensable as ever. Because as a society, we still have work to do if we’re to overhaul the ways we talk to and about women. And that’s before we even get started on brands.

Earlier this year at Partners Andrews Aldridge, we launched a study into the 21st Century Woman – who she is, what she thinks and how she wants brands to speak to, represent and understand her. Through this study, we found that women feel overwhelmingly misunderstood and misrepresented by brands.

*

A staggering 90% of women believe that brands need to take more responsibility for the ways that women are portrayed. So during Cannes week, as the industry reviews the best of the best, it was only right to ask real women what they thought of the big winners of the week.

And for the most part, the results were positive, with women outside of advertising valuing the same things that we in the industry do. ‘Fearless Girl’, for example, was overwhelmingly chosen by our focus groups as the ad most likely to make a positive change on gender inequality. “To me, it was like ‘you’re a girl, you can do anything’”, said one participant of the three-time Grand Prix winner.

Now, as Cannes week draws to a close, it’s only natural to look to the future and wonder if we’re getting there, really, when it comes to representing and speaking to women. From our research and focus groups, here’s what real women want to see more (or less) of from our industry right now and in years to come…

The Glass Lion remaining as poignant as ever

Non-advertising women respond strongly to Glass Lion winning campaigns – proving that we still have a long way to go before those issues of gender prejudice and inequality are no longer so pervasive as to be a talking point. Our focus groups loved ‘Fearless Girl’ and ‘Daughter’ from Audi for their future-focused approach to eradicating gender inequality for the next generation.

Brands overthrowing sector convention

“She’s refusing to be moulded. I want to smell a perfume that makes you act like that,” said one participant of the Spike Jonze directed ‘Kenzo World’ film. A far cry from the daisy-laden fields and white linen dresses of traditional fragrance advertising, Kenzo have made strides in overturning unrealistic presentations and expectations of women.

*

Ads that are successful, without necessarily tackling the big issues

Though ‘Fearless Girl’ was the big hit with our focus groups, lofty praise was also reserved for John Lewis’ ‘Buster the Boxer’ and Channel 4’s ‘We Are Superhumans’, proving that women don’t just care about traditionally female brands or issues. So for agencies looking to win big next year with customers and critics, considering women as people first and foremost is a crucial stepping stone to success.

Realism, realism, realism

On the subject of John Lewis, our focus groups applauded the casting of the family in ‘Buster the Boxer’. One participant stated, “I feel like you know these people. They could be your next-door neighbours.” By embracing accurate representations of people, brands will score big points with consumers, as well as juries, next year.

One thing is for certain – women outside of advertising are as perceptive as those inside. As agencies and brands, we need to be representing societal change, or risk losing this watchful audience forever.

*

By Erminia Blackden, Head of Strategy at Partners Andrews Aldridge

Comments

More Leaders

*

Leaders

Inspiring Female Leaders: An Interview with RAPP CEO Gabrielle Ludzker

Gabrielle Ludzker is not just any CEO. The current head honcho at customer experience agency RAPP has spent her career breaking away from the traditional corporate CEO stereotype. and leads to inspire rule breakers. Gabby is an inspirational rule...

Posted by: Benjamin Hiorns
ad: Annual 2024 Now Open For Entries!