The #CallForEquality campaign, which launches across social channels today to coincide with the Creative Equals conference in London, unveils designs of a new trophy that is half lion, half lioness.
The pair want the Cannes organisers to use the new trophy to show their commitment to gender parity in advertising.
The trophy designs were delivered to Jose Papa, managing director of the Cannes Lions Festival, for his consideration last week.
Supporters of the initiative are asked to share the design on Twitter, Instagram and Facebook, to help put pressure on the festival organisers to adopt the trophy.
Women in the UK currently make up 29% of creative departments, and only 12% of creative directors are female – a reality which many believe negatively impacts the industry’s ability to solve business problems.
Cannes Lions has previously stated its commitment to influencing change in the ratio of women leaders in agency creative departments.
Richard Pinder, the UK and international chief executive at CP&B, said: "The Cannes Festival of Creativity is the voice we all look to for excellence. The voice we all respect. The team has already taken huge strides to make the festival a powerful force for gender equality in our industry. In 2017 let’s take the next step –update the Lion to a Lions. It’s what Cannes call their festival, let it be what they now call their award."