This year’s call for entries for the Gerety Awards zeroes in on what makes the program special: that its winners are picked by an all-female jury.

In more than 20 translations, the print campaign by Cossette zeroes in on the “powerful” perspective Gerety’s jury proviees, billed as something that literally cannot be found anywhere else.

Named for Frances Gerety, the copywriter whose accolades include coining the “A diamond is forever” tagline in 1948, the awards are all about analyzing advertising work through the female lens.

Cossette was the Gerety Awards Agency of the year in 2021 and has won awards at the show every year since its inception in 2019 with clients like SickKids and McDonald’s.

The team sought to develop an idea capable of driving entries that are more diversified, showcasing the value of an all-woman perspective without reinforcing old stereotypes.

“We knew we needed to dive into what makes the Gerety Awards distinctly different from all the other shows in the awards circuit,” says Nicole Ellerton, group CD and art director at Cossette. “Having an all-female jury creates an environment where the work is evaluated through a unique lens and offers a perspective that no other show can offer.”

Lucía Ongay, co-founder of the Gerety Awards, tells strategy that it began talks with Cossette about coming up with something for its fifth anniversary edition shortly after last year’s winners were announced.

“We liked very much the fact that they thought, from the very beginning, to deliberately not bring gender into the equation but the human element instead,” Ongay explains. “These is very much in line with what we always wanted with Gerety which is to get the best creative professionals worldwide to judge the work.”

Ongay says this year, more than ever, it is reemphasizing the value of the Gerety jury. With 80% of briefs in the ad industry targeted towards women, this campaign asks agencies if they want to know if they hit the mark by targeting.

This year’s jury includes 190 judges from 40 different countries, open to all advertising agencies, advertisers, studios and production companies worldwide. Both national and international campaigns may compete. The only judging criteria is originality of the idea and creativity in its execution. The 2023 Gerety Awards has a deadline of April 14.