Title	#LIKEAGIRL
Brand	P&G
Product/Service	ALWAYS
Category	B01. INTERNET FILM
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

Name	Company	Position
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