#LikeAGirl
During puberty, girls go from believing they can do anything to questioning everything. As their self-confidence is undercut by discouraging media and experiences on the playground, their taught that doing something 'like a girl' might not be a good thing. Always, a brand girls count on for superior protection, wanted to change that. Along with Leo Burnett Toronto, they asked young men and women to run, fight and throw 'like a girl'. Then asked prepubescent girls to do the same. The emotional results showed that doing something 'like a girl' shouldn't be an insult, inspiring society to turn an undermining expression into an inspiring mantra. The film launched on YouTube with limited paid support. Influencers joined the conversation unsolicited and over 20 female organisations spread the word. With the hashtag #LikeAGirl as the call to action and the rallying cry, the piece became the fourth most viewed ad on YouTube in 2014, with over 85 million global views, over 290 million social impressions.
- White Pencil - Creativity for GoodAdvertising & Marketing Communications - Brand
Year
- 2015
Country
- Canada
Agency Producer
- Adine Becker
Art Director
- Hmi Hmi Gibbs, Nick Bygraves
- Nick Bygraves
Brand Planner
- Karuna Rawal
- Anna Coscia
- Rachel Darville
Chief Creative Officer
- Judy John
Copywriter
- AJ Hassan, Angel Capobianco
- Angel Capobianco
Creative Director
- Becky Swanson
- Judy John, Becky Swanson
Digital Creative Director
- Milos Obradovic
Digital Planner
- Laura Jones
Digital Strategist
- Jake Bruene
Director
- Lauren Greenfield
Editor
- Kathryn Hempel
Participation Director
- Jake Bruene
Advertising Agency
- Leo Burnett Toronto, Chicago, London/Holler
Editing
- Cutters (Chicago)
Account Lead
- Heidi Philip
- Sandy Kolkey
- Annette Sally
Production Company
- Chelsea Pictures
Account Director
- Annette Sally
Account Manager
- Lisa Bamber
- Heidi Philip, Gaia Gilardini, Sandy Kolkey, Lisa Bamber, Susan Lulich, Shaina Holtz, Matteo Carcassola
Planner
- Laura Jones
- Karuna Rawal, Anna Coscia, Rachel Darville
Media Agency
- Starcom Mediavest Group
Public Relations
- MSLGROUP
Client
- Procter & Gamble
During puberty, girls go from believing they can do anything to questioning everything. As their self-confidence is undercut by discouraging media and experiences on the playground, their taught that doing something 'like a girl' might not be a good thing. Always, a brand girls count on for superior protection, wanted to change that. Along with Leo Burnett Toronto, they asked young men and women to run, fight and throw 'like a girl'. Then asked prepubescent girls to do the same. The emotional results showed that doing something 'like a girl' shouldn't be an insult, inspiring society to turn an undermining expression into an inspiring mantra. The film launched on YouTube with limited paid support. Influencers joined the conversation unsolicited and over 20 female organisations spread the word. With the hashtag #LikeAGirl as the call to action and the rallying cry, the piece became the fourth most viewed ad on YouTube in 2014, with over 85 million global views, over 290 million social impressions.
