Bethan Ashman

25 June 2021

Cannes Lions: Glass Winners 2021 

Starbucks scoops Glass Grand Prix

Starbucks has won the Glass Grand Prix at this year’s Cannes Lions International Festival of Creativity.

The coffee chain won with I Am, a campaign that transformed a local Starbucks in Brazil into a registry office where transgender people could legally change their names for free.

The campaign, created by VMLY&R Brazil in São Paulo, was based on the insight that people in Brazil are often harassed for having a name on official documents that doesn’t reflect their identity. However, legally changing a name is an expensive and complicated process. In contrast, anyone who orders a drink at Starbucks has their elected name written on the cup without question.

By going to the Starbucks registry office, people immediately had their names changed and left with the new official documents in hand. The campaign resulted in a seven-times increase in daily legal name changes for the city of São Paulo.

Gold Lion winners 

WoManikin for United State of Women by Joan Creative, New York

Womb Stories for Bodyform by AMV BBDO, London

Cannes Deconstructed 

Want to know about the best work and key trends from this year’s Cannes Lions International Festival of Creativity? Book a Contagious Cannes Deconstructed briefing for your team and we’ll deliver a week’s worth of festival insights in one hour. These can be delivered in person (depending on Covid restrictions) or virtually. Contact [email protected] for more information.

This article was downloaded from the Contagious intelligence platform. If you are not yet a member and would like access to 11,000+ campaigns, trends and interviews, email [email protected] or visit to learn more.