Best Consumer Goods Online Video

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. 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

Contributors:

Chief Creative Officer:	Judy John / Creative Director: Judy John, Becky Swanson, Milos Obradovic
Copywriter:	AJ Hassan, Angel Capobianco / Art Director: Hmi Hmi Gibbs, Nick Bygraves
Agency Producer:	Adine Becker
Director:	Lauren Greenfield, Chelsea Pictures / Editor: Kathryn Hempel, Cutters
Brand Planner:	Karuna Rawal, Anna Coscia, Rachel Darville / Digital Planner: Laura Jones
Account Lead:	Annette Sally
Account Team:	Heidi Philip, Gaia Gilardini, Sandy Kolkey, Lisa Bamber
Account Team:	Susan Lulich, Shaina Holtz, Matteo Carcassola
Participation Director:	Jake Bruene
Media Agency:	Starcom MediaVest Group / PR Agency: MSL

LEO BURNETT, TORONTO, CHICAGO, LONDON/HOLLER

Location: Canada