The Cámara TBWA agency achieves a milestone in the history of Uruguayan advertising, being crowned with a Silver Lion at Cannes Lions, the most prestigious advertising festival in the world, where great creative ideas from all over the planet are rewarded.
On this occasion, the winning piece was the AUF Equality Cup (Genderless Cup) in the Glass category, a team idea with the Uruguayan Football Association and McDonald’s Uruguay. A disruptive idea with a clear purpose: gender equality in football. The Glass Lion, one of the most important prizes of the prestigious Cannes Lions festival, celebrates and values advertising work that implicitly or explicitly addresses issues of gender inequality or prejudice, through a conscious and thoughtful representation of gender in its messages. . Winning entries in this category demonstrate ideas that aim to change the world, making a positive impact on ingrained gender inequality, imbalance or injustice in our society.
In addition, the winning work must illustrate how it addresses, highlights or corrects existing gender representation issues, raising awareness and promoting gender equality both in advertising and beyond. On this occasion, 162 pieces from all over the globe were registered, where only 21 were finalists.
It should be noted that this piece was also a finalist among 543 ideas in the Sports (Gender & Inclusion) category, another great achievement for the agency in the 70th edition of the festival.
This award for the AUF Equality Cup is in addition to those obtained last year in the Ojo de Iberoamérica (Bronze in Sports, Bronze in Sustainable, Idea country of Uruguay) and the two great campaigns (Public Relations and Sustainable Development) in the Campaign of Gold 2023.
But above all it is a recognition of the day-to-day effort and commitment to the ideas of the agency team, founded 35 years ago by Emir Cámara.
Marcelo Debernardi and Santiago Cámara, directors of Cámara TBWA, commented: “This achievement is an immense pride for the agency, it is an idea that we worked hard on each edge of the process that lasted 2 and a half years, which has a purpose that indicates the path that we must travel as communicators and the power of change of communication. I want to congratulate each of the people who are part of the TBWA Chamber agency, McDonald’s Uruguay for their commitment and the AUF for allowing us to share this project, Cannes is the icing on the cake for a project that continues to excite us”.
Paula Espasandín, head of Communications Arcos Dorados Uruguay, also gave her words: “Arcos Dorados Uruguay is a fundamental player of this great team as the official sponsor of the Uruguay Sin Género Cup whose idea is aligned with the values of inclusion and gender equality in the that Arcos Dorados works day by day.”
Verónica Meeuwes, Marketing Manager Arcos Dorados Uruguay, expressed: “We are more than happy with this recognition, it is a pride for us to have been part of the AUF Sin Género Cup, which is aligned with our values and is where we are going together with the different gender commissions, with the aim of contributing our grain of sand to a better society in something that challenges us as much as football in Uruguay. Grateful to all the parties involved and especially to the team of professionals from the Cámara/TBWA agency for challenging us to carry out this disruptive idea and achieve this award together.”
Ignacio Alonso, president of the Uruguayan Football Association, concluded: “The AUF Genderless Cup (AUF Equality Cup) fills us with pride and sets the horizon for where we should go as a society and the role that football plays in our country . Hopefully other federations around the world will join the initiative, and we can step by step towards the football we all dream of, working together and supporting more initiatives like this one”.
