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Bodyform’s Painstories and Channel 4’s Super. Human. scoop Gerety Awards

The 2022 winners highlighted the power of empathy, humanity and craft in advertising.

Nicola Kemp

Editorial Director

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#Painstories, the groundbreaking campaign for Bodyform/Libresse by AMVBBDO UK, picked up the Grand Prix for illustration in the Craft Cut of the Gerety Awards.

The campaign also picked up a gold in the Communications cut and Craft cut, reflecting the strength of both the creative idea and its cultural and commercial impact.

The UK market put in a strong performance in the awards, which are unique in the fact that they are judged by an all-female creative jury. While the US market was the top winner overall with 34 total statues, the UK collected 27. 

The Gerety Awards judge all advertising, not just advertising aimed at women, through the female lens. The awards are named after Frances Gerety, the copywriter who coined the slogan ‘A diamond is forever’. 

Madonna Badger, Founder & Chief Creative Officer of Badger Agency and Grand Jury member for the USA, explained: "Frances Gerety was a legendary woman in advertising. And like most creative women, she appreciated great work no matter the gender of who created it. The work, however, is judged through a female lens, which is so unique and very important to our industry." 

Grand jury member Imali Hettiarachchi, Global Brand Strategy at the Lego Group, UK, added: "Debating world-class work with a group of incredible women from around the world was one of the best invitations I've had."

Frances Gerety was a legendary woman in advertising. And like most creative women, she appreciated great work no matter the gender of who created it. The work, however, is judged through a female lens, which is so unique and very important to our industry.

Madonna Badger, Founder & Chief Creative Officer of Badger Agency and Grand Jury member for the USA

The power of shifting the lens

Other winners included Channel 4 which picked up a Grand Prix for editing in the Craft Cut for ‘Super. Human.’ by Final Cut. While Burberry picked up a Gold in the Craft Cut for ‘Open Spaces.

The Gate London picked up Gold in the Craft cut for its beautiful ‘Nobody is Normal’ campaign for Childline. While VMLY&R picked up Gold in the Work for Good Cut for ‘Very Gay Raptor’ for Ford. Edelman also picked up a Gold in the same category for  ‘#Mynameis The Fuh-Net-Ic Filter’ for Race Equality Matters by Edelman London.

The Gerety Awards is now in its 4th year and is the only creative prize to reward advertising campaigns that resonate most with a female audience. With judging sessions held around the world each year Gerety brings together some of the greatest creative leaders to look at work from the female lens.

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