Always: #LikeAGirl
Challenge
More than half of girls lose confidence during puberty. The pressure of gender stereotypes plays a big role – girls stop being themselves in order to follow these gender ‘rules’. Always wanted to change this.
Solution
We realised that simply doing something ‘like a girl’ was often considered an insult. So, we set out to reclaim and redefine the phrase to mean being strong, confident and downright amazing.
Role: Art Director / Designer
Responsibilities: Conceived & developed original idea alongside Angel Capobianco & Laura Kirkby-Jones*. Art Directed Shoot (focus on stills). Oversaw or personally designed all digital campaign assets from social posts to microsite.
* There were many, many other talented people that made this possible. See Google.
Results
#1 marketing moment of 2014
#1 awarded campaign in the world 2015
#3 ad of the decade on Youtube
The campaign started a global movement
From President Obama and Hillary Clinton to schoolchildren and impassioned young activists, our message of change resonated deeply within society and left an indelible mark on global popular culture.
