Last year’s multi-Grand Prix-winning 'Viva La Vulva' from AMVBBDO London tackled harmful taboos around female genitalia and did so with wit, creativity and outstanding art direction. It was described by 2019 Jury President Fura Johannesdottir as “one of those extraordinary pieces of work that breaks boundaries… and it does so in a playful, ‘don’t feel sorry for me’ style.” Although 2020 is arguably not the time for laughter, it is the time for activism. 'Viva La Vulva' changed minds and made a powerful statement, tactfully wrapped up in humour.

Last year’s Grand Prix-winner from Forsman & Bodenfors Gothenburg saw Volvo release 30 years of proprietary data and open source the information to the entire car industry in a move towards keeping women as safe in cars as men are. As Fura, who led the Jury that awarded 'The E.V.A Initiative' its Digital Grand Prix, puts it: “The data, the idea and the execution came together to create a movement towards something new and interesting. These are the kinds of ideas that deserve to win.” So, what’s next? Since 2019, creativity has continued to move beyond purpose. People expect acts from brands, as opposed to empty sentiments. As Brett O'Connor tells us, “2020 has come with the obvious production challenges – but it also gave people the space to craft their work at home, without the normal day-to-day interruptions. And the trend for brands to brief purpose-led work has continued, inspiring creative to go the extra mile for causes they believe in.”