WATCH: how Cannes Lions trophies could be male and female

Crispin Porter & Bogusky and Creative Equals have proposed a new mould for the Cannes Lion award, showing both a male and female lion, to Jose Papa, the managing director of the festival.

The International Festival of Creativity returns in June, in which winners receive a golden lion award. Richard Pinder, chief executive at Crispin Porter & Bogusky London, told Campaign that one of their creative teams came up with the idea of a new mount for the award which represented both genders.

Pinder said the new mount has 'one side of the face a male, and the other side a female' and that, since the festival is called Cannes Lions, the two lions on the proposed award would make it have 'the same name as the festival'.

Along with Ali Hanan, the founder of Creative Equals, the idea has been proposed to Cannes Lions managing director Jose Papa with Richard Pinder stating that it brings forward 'this ambition that we have in the industry to be 50:50'.

Creative Equals has since informed us that it is too late to make any changes to this year's awards, but a meeting will be organised between the organisations and Papa.