A wedding dress designed to withstand fire, bullets and knives served as a powerful symbol of domestic violence. Created by Carling Black Label in partnership with fashion designer Suzaan Heyns, it debuted at South Africa Fashion Week and lived on through a vow on the beer brand’s packaging. The stunt reached 38 million people and reveals how an uncomfortable visual can leave a lasting impression. Bride Armour @ABInBev @Ogilvy & Mather Johannesburg 2022 🥇1 Gold Lion 🥉1 Bronze Lion 🎗️2 Shortlisted Explore the world’s greatest platform of creative excellence with 200k+ Lion-winning pieces of work at lovethework.com #canneslions #marketing #advertising