Integration & Innovation – Content Ideas – Gold
Integration & Innovation
Content Ideas
Gold
#LikeAGirl

Girls experience their biggest drop in confidence during puberty, around their first period. Always, a brand counted on for superior protection, wanted to change that. To champion girls' confidence, they needed to get to the heart of the issue. Their idea was to take the common expression 'like a girl', which contributes to undermining confidence, and make it mean amazing things.

Client
Procter and Gamble
Country
United Kingdom
Agency
Leo Burnett London
www.leoburnett.co.uk
National Award
silver

Credits
Creative Director
Judy John
Becky Swanson
Milos Obradovic
Art Director
Hmi Hmi Gibbs
Nick Bygraves
Copywriter
AJ Hassan
Angel Capobianco
Film Director
Lauren Greenfield
Agency Producer
Adine Becker
Production Company
Chelsea Films
Digital Planner
Laura Jones