Wunderman Thompson Colombia and LifeCup campaign shortlisted in Glass Lions category
Cannes Lions has announced their first shortlists for 2023 and Wunderman Thompson Colombia’s ‘Welcome New Vaginas’ campaign for LifeCup has been shortlisted in Glass: The Lion for Change!
The prestigious Lion ‘celebrates culture-shifting creativity’, recognising work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.
Wunderman Thompson Colombia and LifeCup – the leading brand in menstrual cups and feminine hygiene products for all women – worked with the trans community to create LifeFemT, a feminine intimate care product designed to help with the regeneration, hydration and skin care of the new vulvas for trans women.
The transgender process takes years of gender transition, but in some cases, women consolidated their transition with a vaginal plastic female genital reconstruction operation. But having a new vagina requires care specific for each individual, and LifeFemT is an intimate wash that provides cellular nutrition and tissue rehabilitation to help the skin recover and heal better after surgery.
This is the second consecutive year Wunderman Thompson has received a shortlist in Glass, following a shortlist in 2022 for ‘Dove as Early as Five’ by Swift, a Wunderman Thompson company.
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