Gerety Awards calls on industry to change the lens

Gerety Awards launches new campaign from Canadian agency, Cossette that highlights the importance of the female lens

Georgie Moreton

Deputy Editor, BITE Creativebrief


Our power is perspective.

Widen the window of work.

Look deeper.

Change the lens.

Where new insights emerge.

The view others miss.

A powerful new campaign from Canadian agency, Cossette, is calling on the industry to ‘widen the window of work’.

The campaign, which encourages industry professionals to ‘look deeper’ has been designed to drive entries to the Gerety Awards.

The Gerety Awards, known for its work championing creativity through the female lens, has teamed up with Cossette to create this impactful call for entries across 40 different countries. This year’s jury includes 190 judges and is open to all advertising agencies, advertisers, studios and production companies worldwide. Both national and international campaigns may compete. The only judging criteria is originality of the idea and creativity in its execution.

The Gerety Awards brings together a jury to select the best in advertising from a powerful perspective, creating a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held. Analysing the work through the female lens.

The campaign from Cossette acts as a powerful reminder of the importance of the female lens and comes following the recent IPA Agency Census that revealed that although there are small increases in female C-Suite representation, progress is slow and a significant pay gap remains. There has never been a more important time to elevate female voices to change the narrative.

The campaign has over  20 translations and emphasises the power of having a different perspective. As the female perspective that is championed by the Gerety Awards and present amongst the jury is scarce elsewhere in the industry.

"We knew we needed to dive into what makes the Gerety Awards distinctly different from all the other shows in the awards circuit. Having an all-female jury creates an environment where the work is evaluated through a unique lens and offers a perspective that no other show can offer.” explained Nicole Ellerton, Group Creative Director / AD.

Cossette was the Gerety Awards Agency of the year in 2021 and has won the Gerety since its inception with clients like Sick Kids, Nabs, McDonald’s and the World Wheelchair Rugby. The agency sought to develop an idea capable of driving entries that are more diversified, showcasing the value of an all-woman perspective without reinforcing old stereotypes.

The 2023 Gerety Awards has a new deadline of April 14 and is now open for entries. To find out more please click here.


Related Tags

Women Gerety Awards