Always - "#LikeAGirl" by ANDY Awards 2015
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Always - "#LikeAGirl"
This ad is part of the ACT Responsible Collection
- Brand: Always
- Country: United States
- Advertiser: Procter & Gamble
| Title | #LikeAGirl |
| Agency | Leo Toronto |
| Campaign | #LikeAGirl |
| Advertiser | Procter & Gamble |
| Brand | Always |
| Date of First Broadcast/Publication | 2014 |
| Business Sector | Racial/Ethnic/Minority/Disability Awareness |
| Story | Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty's really no picnic either, it's easy to see what a huge impact it can have on a girl's self-confidence. We're kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing. |
| Media Type | Case Study |
| Length | |
| AI Description | The Always #LikeAGirl campaign challenges the negative stereotypes associated with doing things "like a girl." The ad features interviews with girls and boys of various ages who are asked to perform tasks such as running, throwing, and fighting like a girl. Initially, many respond with over-exaggerated, stereotypical gestures. However, young girls demonstrate these actions with vigor and strength, showcasing true capabilities. Through personal interviews, participants discuss the impact of the "like a girl" stereotype, focusing on confidence, strength, and positivity. The campaign emphasizes redefining "like a girl" to mean strong and capable, inspiring viewers to support and empower girls everywhere. The visual style is straightforward and impactful with a modern, documentary feel, using close-up shots and direct commentary to engage the audience. |
| Chief Creative Officer | Judy John |
| Creative Director | Judy John |
| Creative Director | Becky Swanson |
| Creative Director | Milos Obradovic |
| Copywriter | AJ Hassan |
| Copywriter | Angel Capobianco |
| Art Director | Hmi Hmi Gibbs |
| Art Director | Nick Bygraves |
| Agency Producer | Adine Becker |
| Director | Lauren Greenfield |
| Production Company | Chelsea Pictures |
| Editor | Kathryn Hempel |
| Editing Company | Cutters |
| Brand Planner | Karuna Rawal |
| Brand Planner | Anna Coscia |
| Brand Planner | Rachel Darville |
| Account Lead | Annette Sally |
| Account Manager | Heidi Philip |
| Account Manager | Gaia Gilardini |
| Account Manager | Sandy Kolkey |
| Account Manager | Lisa Bamber |
| Account Manager | Susan Lulich |
| Account Manager | Shaina Holts |
| Account Manager | Matteo Carcassola |
| Participation Director | Jake Bruene |
| Media Agency | SMG - Showtime Marketing Group, LLC. |
| PR Agency | MSL Group |
| Digital Planner | Laura Jones |