Cannes Lions is approaching. From June 20, the world’s best ads will go on show. What will they say about how the advertising world views women? What role do festivals like Cannes play in making this view evolve? Marie Baillot, creative director at BETC Paris, has an idea about that.

Being a woman in 2022 …

Since the beginning of advertising, women’s representation in advertising has followed some quite precise constraints. The creative industry has taken on a responsibility about the representation of women that is traditionally portrayed as the perfect mother serving the perfect lunch to her children. Or the powerful woman with her day cream that gives her self-confidence.

Do women really recognise themselves in these ad stereotypes?

After working for many years on the Veet brand that offers different methods of hair removal to women, I am aware that brands’ messages have evolved. Today’s representation of women is definitely more nuanced than before, and women that are shown have become more diverse.

The Cannes Lions is the ideal platform to support this issue and give it an overview across the world through different representations.

In fact, depending on the area and the traditions, the messaging and the way that women are portrayed are very different.

Dove – #StopTheBeautyTest 

 That’s why the #StopTheBeautyTest campaign from Dove India resonates so well. Dove started a decade ago to make beauty a source of confidence and not of anxiety. The brand’s communications show women that there is another way for them in society than the one forced upon them and wants to help reinforce their self-esteem.

SISTA x Mirova Forward – What if we asked men and women the same questions?  

On another level, the You are very beautiful campaign highlights the ordinary sexism that women have to endure professionally in a world dominated by men.

The campaign illustrates the findings of a study by Mots Clés which claims that, despite many laws to help advance gender equality, the situation is not evolving. To accelerate the change, we need to “act on collective representations and the organisations that produce these representations”. And that’s one role of a festival like Cannes Lions.

Rolling Stone – Rockin’ Mamas 

 And on a lighter note, but with the same ambition to help women not feel like victims, is the campaign, Rockin’ Mamas. It pays tribute to mothers in a global ad campaign that plays on the rock & roll aesthetic.

It shows another way for women and another representation of women in their role of mothers. It’s a positioning that feels fresh and feels good.

All these campaigns show how complex it is to talk to women. The key thing for a brand is to at least raise awareness and help light up consciences with the ultimate goal of changing mentalities.