| Title | #LIKEAGIRL |
| Brand | P&G |
| Product/Service | ALWAYS |
| Category |
A11. CASTING |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency 2
|
HOLLER London, UNITED KINGDOM
|
|
Advertising Agency 3
|
LEO BURNETT TORONTO, CANADA
|
|
Advertising Agency 4
|
LEO BURNETT CHICAGO, USA
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Chicago, USA
|
|
Production Company
|
CHELSEA PICTURES Chicago, USA
|
Credits
| Judy John |
Leo Burnett Toronto |
Chief Creative Officer |
| Heidi Philip |
Leo Burnett Toronto |
Account Director |
| Becky Swanson |
Leo Burnett Chicago |
Creative Director |
| Aj Hassan |
Leo Burnett Chicago |
Copywriter |
| Hmi Hmi Gibbs |
Leo Burnett Chicago |
Art Director |
| Annette Sally/Shaina Holtz/Sandy Kolkey/Susan Lulich |
Leo Burnett Chicago |
Account Supervisors |
| Adine Becker |
Leo Burnett Chicago |
Agency Producer |
| Lauren Greenfield |
Chelsea Films |
Director |
| Kathryn Hempel |
Cutters |
Editor |
| Jake Bruene |
Chelsea Films |
Participation Director |
| Milos Obradovic |
Leo Burnett/Holler London |
Digital Creative Director |
| Angel Capobianco |
Leo Burnett/Holler London |
Copywriter |
| Nick Bygraves |
Leo Burnett/Holler London |
Art Director |
| Laura Jones |
Leo Burnett/Holler London |
Digital Planner |
| Rachel Darville/Karuna Rawa |
Leo Burnett Chicago |
Brand Planners |
| Anna Coscia |
Leo Burnett/Holler London |
Brand Planner |
| Gaia Gilardini/Lisa Bamber/Matteo Carcassola |
Leo Burnett/Holler London |
Account Supervisors |
Brief Explanation
Girls experience their biggest drop in confidence during puberty, around their first period. Always, a brand the count on for superior protection, wanted to change that. To Truly champion girls’ confidence, we needed to get to the heart of the issue. Our idea was to take a frequently used expression in society, one of the factors that undermines confidence, and change the meaning of it. We wanted to inspire people to change the meaning of ‘Like a girl’ to mean amazing things.
RESULTS After 2 Months:
-Viewed 76 Million time globally
-#LikeAGirl 4.4 Billion impressions
Creative Execution
For the participants, we wanted real people, not actors, so we cast a pretty wide net using social media and a "real people" casting agency. We invited girls, women and men across the full age spectrum, from a range ethnicities and socio-econic backgrounds to represent a wide segment of society.
In the initial casting sessions, we asked a series of blind questions to keep participants reactions pure: Some people were asked to "run like a sumo wrestler, then to throw like a "professional baseball player," and of course also along the way we asked them to "run like a girl" or throw like a girl" just to see what would happen naturally, but mixed them in among the other questions to avoid giving away the experiment. Some particpants came in to a live audition, others answered a survey via video submission. We watched over 20 hours of footage and narrowed the potential particpants from about 300+ to the final 20 participants that we felt had something special to offer.