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Fearless Girl

basics
Industry: Public interest & Non-profit
Media:Design & Branding
Market:United States
Style: Minimalism
descriptioncnen
Synopsis

Here’s a simple fact: Year after year, the number of women in corporate leadership positions continues to be disproportionately low.Here’s another: Research from MSCI Global reveals that companies with higher percentages of women in leadership roles outperform those that don’t.The implications are obvious: women in corporate leadership positions are good for business. This isn’t simply about gender equality; this is about the bottom line. To allow investors to leverage this fact, State Street Global Advisors developed “SHE” – the first ETF comprised of corporations with the highest percentages of women in leadership positions.To commemorate International Women’s Day, we wanted to craft a bold message to draw attention to, and ignite conversation about, just how essential women in leadership positions are. We wanted to alter the course of corporate leadership, not with a gentle nudge but with a formidable push. And we did. With one Fearless Girl.
CampaignDescription

On the eve of International Women’s Day, we challenged the symbol of corporate America— Wall Street's Charging Bull—with a new symbol of power: a bronze statue of a young girl, appropriately named “Fearless Girl.” Fearless Girl was designed to represent the power of women today and tomorrow. Hands on hips, chin high, she stands strong in a place the business community—and the world—couldn't ignore.Along with the statue, we created #FearlessGirl as a social rallying cry for women across the globe. With this social media campaign, we created the opportunity for Fearless Girl to be more than a single statue, but a unifying message that transcended her place on Wall Street.
Execution

In designing Fearless Girl, we wanted to ensure that, despite her size, her presence yielded the same power as the Charging Bull. To do this, we referenced the simple, yet striking aesthetic of the bull and used the same bronze material and patina. In designing her pose, every detail was crafted to express fearlessness: from the tilt of her chin to her slight smile. We wanted Fearless Girl to be more than a statue, but an empowering symbol for women everywhere. We set out to design a stance women and girls could emulate that would instill in them a feeling of strength. When you mirror the position of Fearless Girl, hands on your hips and chin held high, you can’t help but instantly feel a little braver, a little more fearless.
Outcome

Over 1 billion Twitter impressions within the first 12 hours; 3.3 billion Twitter impressions in 5 weeks; 405 million Instagram impressions in 6 weeks. SSGA’s SHE Fund saw a 384% increase in its average daily trading volume in the first 3 days following the Fearless Girl launch. SSGA’s share of voice jumped 379% (3/7 - 3/31; source: Radian6). In six days, BlackRock, the world’s largest asset manager, joined SSGA’s call for greater diversity on corporate boards. Fearless Girl reached 128 countries. Online petitions demanding Fearless Girl remain in place garnered over 40,000 signatures, leading NYC Mayor Bill de Blasio to admit her as city public art, letting her stay through at least 2018. Fearless Girl inspired Congresswoman Carolyn Maloney to re-introduce her Gender Diversity in Corporate Leadership Act. Fearless Girl is now 1 of 6 statues in NYC dedicated to women.
Strategy

SSGA wanted to make a statement: they had proven that companies with strong female leadership performed better than their male-led counterparts. Launching the SHE Fund was one strong action from the brand, but it only spoke to financial insiders. To get broader awareness, the strategy was simple: choose the right moment (the eve of the first International Women’s Day of the Trump era), the right place (opposite Wall Street’s Charging Bull), and the right figure (a proudly defiant and expertly sculpted bronze girl). The strategy was all about context— cultural as well as physical.
credit
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Other credit:Entrant Company: McCANN NEW YORK, USA
PR Agency: STATE STREET GLOBAL ADVISORS COMMUNICATIONS, Boston, USA
Additional Company: VISBAL FINE BRONZE SCULPTURE, Lewes, USA
Global Creative Chairman, Rob Reilly, McCann New York
Chief Production Officer, Nathy Aviram, McCann New York
Executive Music Producer, Eric Johnson, McCann New York
Senior Project Manager, Steven Marchione, McCann New York
SVP Executive Producer, Christine Lane, McCann New York
Music Producer, Dan Gross, McCann New York
Managing Director, Devika Bulchandani, McCann New York
Senior Integrated Producer, Deb Archambault, McCann New York
Regional Director, Rich O’Leary, McCann New York
Chief Communications Officer, Jeremy Miller, McCann New York
Design Director, George Katz, McCann New York
Director of Social and Mobile, Gemma Craven, McCann New York
Head of Communications Strategy, David Broad, McCann New York
Executive Account Director, Peter Bracegirdle, McCann New York
Content Creator, Brett Berman, McCann New York
Content Creator, Eric Perini, McCann New York
Artist, Kristen Visbal, Visbal Fine Bronze Sculpture, Inc.
Owner, Bryan Roberts, Traction Creative
President/Creative Director, Joel Simon, JSM Music
awards
Cannes Lions International Festival of Creativity 2017
Grand Prix Glass Lion
Glass Lions
Cannes Lions International Festival of Creativity 2017
Grand Prix PR
Financial Products & Services
Cannes Lions International Festival of Creativity 2017
Grand Prix Titanium
Titanium
Cannes Lions International Festival of Creativity 2017
Gold Design
Sculptural Brand Installation & Experience
Cannes Lions International Festival of Creativity 2017
Gold Design
Design Excellence in Effectiveness
Cannes Lions International Festival of Creativity 2017
Gold Direct
Financial Products & Services
Cannes Lions International Festival of Creativity 2017
Gold Direct
Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2017
Gold Media
Financial Products & Services
Cannes Lions International Festival of Creativity 2017
Gold Media
Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2017
Gold PR
Brand Voice & Strategic Storytelling
Cannes Lions International Festival of Creativity 2017
Gold Promo & Activation
Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2017
Gold Promo & Activation
Exhibitions / Installations
Cannes Lions International Festival of Creativity 2017
Silver Direct
Art Direction / Design
Cannes Lions International Festival of Creativity 2017
Silver PR
Business Citizenship / Corporate Responsibility
Cannes Lions International Festival of Creativity 2017
Silver Promo & Activation
Financial Products & Services
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Use of Social Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Launch / Re-launch
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