"Cycle by Freda", Freda’s collaboration with McCann Spain introducing its gender-neutral period care line, has been nominated for a prestigious creative industry award at this year’s virtual Cannes Lions. The stylish Cycle range – “free from plastics, pollutants, and preconceptions” – is designed to challenge the ubiquitous feminization of periods and period care. The campaign presents a documentary-style short movie featuring trans influencers narrating their personal experiences and discussing the need for period inclusivity. It was shortlisted out of 677 pieces initially entered into the Creative Strategy category which celebrate “how strategic planning can redefine a brand, reinvent [its] business, and influence consumers or wider culture”.
Cycle by Freda was also the only entry from Spain to make it into the shortlist.
Cannes Lions has presented the definitive benchmark for creativity since 1954. Over 29,000 pieces of work were entered from 90 countries for this year’s awards that were delayed due to the global pandemic. The awards were presented virtually from 21-25 June over five ceremonies dedicated to various aspects of the creative and entertainment industry. The event also featured lectures from leading actors, politicians, and marketing executives such as Amina Mohammed UN Deputy Secretary-General and Piyush Pandey CEO and Worldwide & Executive Chairman of Oglivy.
Simon Cook, Managing Director of the Cannes Lions said that the mix of entries in this year’s awards represent a “highly anticipated moment” in the industry which “showcases the power of creativity as a vehicle for change.”
“The Cycle campaign is true to the mission that Freda has been championing since our foundation: to democratise access to sustainable period care,” said Freda founder, Afsaneh Parvizi-Wayne. “The Freda team is excited that our work with McCann was shortlisted for this important award which recognises the role advertising can have in breaking down taboos and changing the narrative.”