Girls experience their biggest drop in confidence during puberty, around their first period. Always, a brand they count on for superior protection, wanted to change that. Our idea was to take a frequently used expression in society and change the meaning of it. We wanted to inspire people to change the meaning of ‘Like a girl’ to mean amazing things.Results: 85+ million view globally, 1.5+ million shares and 4.4+ billion impressions.
Company: Leo Burnett Toronto, Chicago, London/Holler Chief Creative Officer: Judy John Creative Direction: Judy John, Becky Swanson Digital Creative Direction: Milos Obradovic Copywriting: AJ Hassan, Angel Capobianco Art Direction: Hmi Hmi Gibbs, Nick Bygraves Agency Producer: Adine Becker Production Company: Chelsea Pictures Director: Lauren Greenfield Editing Company: Cutters Editor: Kathryn Hempel Brand Planner: Karuna Rawal, Anna Coscia, Rachel Darville Digital Planner: Laura Jones Account Lead: Annette Sally Account Manager: Heidi Philip, Gaia Gilardini, Sandy Kolkey, Lisa Bamber, Susan Lulich, Shaina Holtz, Matteo Carcassola Participation Director: Jake Bruene Media Agency: Starcom MediaVest Group PR Agency: MSLGROUP