While the advertising world may, at times, continue to struggle in its quest for better representation in its results, the 3% movement has honored the Declaration that demonstrated the resilience, ambition and courage of women from all walks of life. At the 3% conference in Chicago, the winners of the 2nd Athens Advertising Awards were honored in four categories: movies, events / experiments, integrated campaigns and social marketing.
"As a former creative director, I am thrilled to see a variety of customers represented at this year's Athens Awards," said Cat Gordon, founder and CEO of 3%. "It demonstrates his belief for years: that every consumer category can benefit from the presentation of women in authentic and consequential ways." This work is strong and unforgettable and will build familiarity in consumers' minds. "
From left: Catherine Kolber, co-founder of the Athens Film Festival; Lisen Stromberg, partner, COO, 3% movement. Cat Gordon, Founder, CEO, 3% Movement. Angela Yang, Group Director, Social and Media Strategy, T3 (Photo: Bronac McNeill)
Droga5 won the movie category "Mama Said Knock You Out", an inspirational and passionate show featuring Serena Williams – awarded as Brand Leader of the Year at Adweek's Brand Genius – and her daughter Alexis. It was a common and well-accepted announcement to support the agency's client, Chase Bank.
In the events / lab, "No Conditions", the multi-campaign won by Lions Lions of the Times of India team appeared by FCBUlka India as a winner. The work carried a strong message of unity as women gathered together to promote the importance of inclusiveness and equality during the annual celebrations of Durga Puja.
"I'm absolutely above the moon," said Swati Bhattacharya, operations manager at FCBUlka, India. "Winning the Athena Gold makes the whole fraternity rite." This campaign has touched millions of women this year across India, which has already made it an idea. "
TBWA / Chiat / Day won the first prize in the "Here to Create Change" integrated campaign category. The Adidas campaign included the story of tennis legend Billie Jean King. This work was launched throughout the United States and was based on the idea that girls were twice as likely to escape from sports as boys; a wide range of media and platforms included a limited edition shoe.
"This is some of our most important work at TBWA Chiat Day NY," said Chris Beresford-Hill, CCO TBWA Chiat Day NY. "It not only celebrates the change made by a strong woman, it was also led by some of us."
Finally, in the social marketing category, T3 has emerged victorious over its UPS program and the delivered program. "One Girl's Future" was the story of Tamkeen Taylor, a young girl who dreamed of being a leader since she was four years old. T3 recorded its experience with UPS and ended up taking part in a flight with a brand pilot.
The judges at the Athens Awards this year included Swati Bhattacharya, head of the part time division of FCB Ulka, who served as the jury chairman. Amy Ferguson, ecd of TBWA Chiat Day; and Ryan Oliver, Brand Strategy on Twitter.
"The Distinguished Judges Committee has done a great job of choosing ads that reflect women's courage and moxie," said Catherine Kolber, co-founder of the Athens Film Festival.