Berlei's 'Stop Your Boobs' campaign has won a Bronze Lion for Film

Paige Murphy
By Paige Murphy | 24 June 2019

The Monkeys, part of Accenture Interactive, has taken home a Bronze Lion in the Film category at Cannes Lions International Festival of Creativity for the controversial Berlei campaign Stop Your Boobs Playing Their Own Game.

The campaign was created to demonstrate the impact a wide variety of sports have on women’s breasts when they are not wearing a supportive sports bra.

It came under fire because with claims it contained “nudity” and “promoted violence” against women.

The Ad Standards received more than 100 complaints but it found the advert did not discriminate against or vilify women and the images of bouncing balls were not sexualised.

There were 2,793 entrants for the Film category, of which 262 made the shortlist. Australia had 84 entrants with two works making the shortlist three times.

This year Australia has 944 entries in the Cannes Lions International Festival of Creativity, compared to 1,047 in 2018 and 1,447 entries in 2017.

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