Contenders at Cannes 2024: Dylan Alcott Foundation – Shift 20 Initiative | Special

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Special Australia

Almost 20% of Australians have some form of visible or non-visible disability. Yet, only 1% are represented in advertising, excluding over 4.5 million Australians – and not truly reflecting our society as a whole.

“By challenging brands to commit to being more inclusive, we’ve started the shift toward true representation.”

So, together with the Dylan Alcott Foundation, we created the Shift 20 Initiative, a collective of major brands making the shift towards normalizing disability representation and inclusion.

To launch the initiative, we united 13 of Australia’s biggest brands and worked with them to re-shoot and change their most iconic ads, replacing existing talent with a person with disability.

The altered spots took over major TV networks in a coordinated media-first roadblock, creating immediate inclusion on a mass scale never before seen in Australian advertising.

The Shift 20 Initiative is a coalition of leading brands, led by the Dylan Alcott Foundation, which is focused on increasing disability representation, inclusion and accessibility in Australian advertising and media.

Via Special

The Work

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