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9 Creative Campaigns That Celebrate Women

We’ve picked out some of the best female-centric Pencil winning campaigns from the last few years.

Whether it’s a Riot Grrrl resurgence or campaigns that highlight the pay gap, this creative work acts as a rallying battle cry and a more than fitting soundtrack for the war against gender inequality.

This Girl Can

Smashing through personal barriers one run, punch, kick and dive at a time, in 2017 This Girl Can is a household name. Helping a nation of women overcome insecurities that stood in the way of exercising, this integrated campaign is a glorious celebration of the everyday woman defiantly and unashamedly doing her thing.  

Like a Girl

Always’ Black Pencil winning campaign effectively undermines the notion that doing something ‘like a girl’ is a bad thing, turning an insult into an empowering message.

Award: Black Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Brand / 2015 
Agency: Leo Burnett Chicago, London, Toronto, and Holler
Client: Procter & Gamble

The Autocomplete Truth

UN Women uses Google autocomplete, fed by 6 billion daily searches, to expose shocking global gender bias and discrimination.

Award: Wood Pencil / Integrated & Earned Media / Earned Media Campaigns / 2014 
Agency: Memac Ogilvy & Mather Dubai
Client: UN Women

Bodyform Responds: The Truth

Offering a tongue-in-cheek response to a viral Facebook comment, Bodyform’s ‘The Truth’ clocked nearly three million views in the first week alone. Hilariously self aware, the web film apologises for the flagrant use of metaphors in the company’s advertising and pokes fun of the delicate sensibilities of men.

Award: Wood Pencil / Digital Advertising / Web Films / 2013 
Agency: Rubber Republic
Client: Carat, Carat

No Rights. No Women

Under Lebanese law, men have more rights than women. So, ahead of International Women’s Day, Leo Burnett Beirut asked women to engage in one simple act - to give up their womanhood, both online and in real life.

Award: Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2012 
Agency: Leo Burnett Beirut
Client: No Rights. No Women

More Women

In an incredibly low budget but effective campaign, ELLE UK removes men from various different industries and in doing so, highlights the dazzling lack of women at the top.

Grrrl Say

In response to the DAZED New Blood Awards Brief, Jessica Peden re-appropriates the aesthetic of 90’s Riot Grrrl culture by celebrating various women’s victories from this decade.

Award: Wood Pencil / Film Advertising / TV Commercials / 2015 
Agency: Jessica Peden, Kingston University
Brief: DAZED

Women Should not be Worth Less

To highlight that women still earn up to 20% less than men, Publicis Communications Schweiz demonstrated the absurdity of this inequality by applying it directly to everyday products.

Security Moms

In 2014, Brazil led the world table in terms of football related deaths, so to ensure hooligans towed the line, fan’s mum’s filled in for security during the most violent game of the season. Not only did the campaign have a global impact, Ogilvy Brasil effortlessly demonstrated the immense maternal power, strength and influence of women.

If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Professional Awards and see if our judges agree. When it comes to awards, nothing matters more.

For more creative inspiration and the opportunity to get up close and personal with the world’s best design and advertising, join us at D&AD Festival.
 

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