Cannes Lions
McCANN , New York / STATE STREET GLOBAL ADVISORS / 2021
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The idea was fairly simple – broken glass around Fearless Girl’s feet to symbolize the glass ceilings that women have shattered of late. But that could look quite plain. Instead, we wanted the piece to be visually striking. So we used a technique with short glass stands to allow many of the 400 glass shards to stand up vertically – as if they had just fallen. This created a much more visceral image and enabled us to art direct the piece with a sense of victory and danger. Also it meant that people could stand next to Fearless Girl and get a great social pic. We were also careful to choose glass that wouldn’t look to green or blue but instead give us a beautiful variety of reflection and clarity.
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