#LikeAGirl

Online Video

2015

Leo Burnett Toronto, Chicago, London/Holler

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