First released online in June 2014, then later as a 60-second film during Super Bowl 49, this campaign for Always explored the question, What does it mean to do something “like a girl”? And how did this come to be an insult?
Agency: Leo Burnett, Toronto / Chicago / London
Creative Direction: Becky Swanson, Judy John
Art Direction: Hmi Hmi Gibbs, Nick Bygraves
Copywriter: AJ Hassan, Angel Capobianco
Production Company: Chelsea Pictures
Director: Lauren Greenfield
Documentary director Greenfield had young women act out what they thought the phrase might mean when applied to activities, such as running, throwing and fighting. It became a massive viral hit and an empowering film that challenged accepted tropes and the climate of values that women grow up surrounded by. It swept all before it at awards shows that year for best commercial.
"The Like a Girl campaign challenged societal perceptions of gender, proving that brands could take a stand on important social issues while influencing public discourse and maintaining product relevance."
- Cristina Reina, Chief Creative Officer, Quality Experience, New York
"Killer insight, handled with such simplicity and finesse in execution."
- Katrina Alvarez-Jarratt, Executive Creative Director, TBWA\Sydney
"This campaign won 14 Cannes Lions and transformed the phrase ‘like a girl’ from a negative stereotype into an empowering message. Its impact extended well beyond the ad industry, making a bold statement for young women globally."
- Park Wannasiri, Chief Creative Officer, VML Thailand
"It’s insightful in a way that makes you realise your internalized bias. It turns something negative into something empowering. It was executed in the most effective way."
- Claudia Illan, Copywriter, Marcel Paris
"This execution is super simple, and it might have been too simple if it wasn’t such an incredible, ginormous insight. It’s so damn smart and human and touches a raw nerve in a way that is extremely hard to pull off in an ad. You got me, you bastards."
- Kevin Mulroy, Executive Creative Director, Mischief USA
"This campaign redefined a common insult with such power and clarity. It challenged societal norms in a way that was both simple and deeply emotional, making it a brilliant example of impactful advertising."
- Dara Kleyer, Associate Creative Director, MRM Germany
