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Always #LikeAGirl

basics
Industry: Beauty & Health
Media:TV & Cinema
Published:Jun. 26, 2014
Market:Canada
Language:English
Style: Minimalism
descriptioncnen
Brief Explanation
We filmed a social experiment asking adults and young girls to do things ‘Like A Girl’ to expose how the phrase is a pervasive, commonly used insult that affects a girl’s confidence; especially during puberty, when they experience a dramatic confidence drop.We hypothesized that when we asked adults to do things “’Like A Girl’, they would prance around comically, and that even women would mock themselves without thinking twice about it, because the idea was so commonly accepted. In contrast, we believed that young pre-pubescent girls, who are less socially aware than adults of the negative meaning, would respond uninhibited, confident and give it their all. The film proves the hypothesis and spotlights the cultural issue through provocative discussion, self-realization and an ultimate reclaiming of the phrase. To spark social change, the film then asks girls to share the amazing things they do #LikeAGirl on Twitter and other social media to combat this age-old gender prejudice.
credit
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Other credit:Digital Creative Director: Milos Obradovic
Brand Planners: Karuna Rawal, Anna Coscia and Rachel Darville
Digital Planner: Laura Jones
Account Lead: Annette Sally,
Account Management: Heidi Philip , Gaia Gilardini, Sandy Kolkey, Lisa Bamber, Susan Lulich, Shaina Holtz, Matteo Carcassola
Participation Director: Jake Bruene
Media Agency: SMG
PR Agency: MSL​
Senior Vice President/Global Client Engagement Director: Carolyn Samuel
Vice President: Heather Dewald
Media Team: Jessica Spano, Jenifer Slaw, Suzanne Lyons
Vice President: Louise Thatch
SVP/Global Digital/Social Strategy Director: Matt Dickman
various: AJ Hassan, Adine Becker, Milos Obradovic, Angel Capobianco, Hmi Hmi Gibbs, Nick
SVP, Planning & Analytics: Allan Dib
Senior Vice President: Amy Smith
Account Associate: Elizabeth Antonelli
Senior Vice President: Jennifer Butler
Senior Vice President: Nicole Scull
Assistant Account Executive: Sarah List
Account Associate: Sydney Slater
awards
Cannes Lions International Festival of Creativity 2015
Gold Film
Viral Film
D&AD 2015
Graphite Pencil Branded Film Content & Entertainment
Branded Film Content & Entertainment - Online
D&AD 2015
Graphite Pencil Direct
Direct Response/Film Advertising
D&AD 2015
Graphite Pencil Writing for Advertising
Writing for Film Advertising
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