Dentsu Group Taiwan Wins Taiwan’s Only Cannes Lions Award with “Unfreeze My Rights” Advocacy Campaign

Breaking boundaries with impact. Dentsu Group Taiwan has made international headlines with its in-house advocacy campaign, “Unfreeze My Rights,” which was awarded a Bronze Lion in the PR Lions – Single Market: Culture & Context category at the 2025 Cannes Lions International Festival of Creativity—the only campaign from Taiwan to win at this year’s event.

Launched by Dentsu Group Taiwan in collaboration with its internal women’s empowerment task force, Women Power Studio, the campaign builds on its recent success at the PR Awards Asia, where it received dual Gold awards. This latest international recognition highlights the growing global resonance of campaigns advocating for gender equity and reproductive autonomy.

“Unfreeze My Rights” is a bold creative advocacy initiative that brings public attention to the issue of egg-freezing rights and bodily autonomy. Based on the belief that every woman should have the right to decide when to use her own eggs, the campaign aims to advance equal reproductive rights and drive legal reform. Through a multi-channel strategy—including social media outreach, KOL collaborations, on-the-ground activations, and cross-platform media placements—the campaign brought a long-overlooked topic into the public sphere, sparking dialogue, empathy, and momentum for change.

By uniting creative professionals, media platforms, and socially conscious citizens, the campaign shed light on outdated policies that limit women’s reproductive choices. As public discourse gained traction, a draft amendment to Taiwan’s Assisted Reproduction Act was submitted for review in early 2025, proposing to lift existing restrictions on single women—signaling a tangible step toward policy reform.

Alice Chou, Chief Creative Officer of Dentsu Taiwan, stated: “Guided by our B2B2S philosophy, this campaign began with creativity from Dentsu Taiwan, powered by our business teams and Women Power Studio. We also engaged experts across Dentsu—from consulting and PR to media specialists at dentsu X—to speak out against systemic inequity. Through integration and innovation, we turned a marginalized issue into a shared cause, and sparked real social transformation.”

This international honor affirms that the role of marketing and communications extends far beyond brand promotion—it can be a powerful force for good. Dentsu will continue to embrace its Business to Business to Society (B2B2S) mission, using the power of creativity to champion critical issues and help shape a better, more inclusive future.

Dentsu Group Taiwan has once again been recognized by LINE as the only agency in the industry to earn the Diamond-level LINE Biz-Solutions Agency Partner certification in 2025. In addition, its creative brand isobar has been certified as an official LINE Creative Partner. This makes Dentsu one of the few marketing groups in Taiwan to receive both certifications, showing its strong ability to integrate media and creative services with a focus on client needs.

The LINE Biz-Solutions Partner program is LINE’s official way of recognizing agencies that help brands make the most of its ad platform and account tools through expert advice and smart execution. The Diamond level is the program’s highest honor, given only to partners that show outstanding results in ad integration, data use, and campaign performance.