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Always
Girl Emojis - #LikeAGirl

RAN IN: United States, Canada, United Kingdom, Ireland, Norway, Sweden, Denmark, Finland, France, Netherlands, Poland, Croatia, Hungary, Czech Republic, Estonia, Latvia, Lituania, Slovenia, Slovakia, Turkey, Israel

CLIENT
P&G

Charlotte LeFlufy (ABM Always)
Michel Baeten (Associate Director Always)

AGENCY
Starcom *Lead Agency

Laura CARDENAS GARCIA (Category Director)
Rhianwen Hart (Global Account Manager)


Leo Burnett/Arc *Lead Agency

Katie Nikolaus (Account Supervisor)
Sarah Kaminsky (Account Supervisor)


MSLGROUP

Jolie Egan (Vice President, Consumer P&G)
Amy Smith (SVP CONSUMER, Public Relations)


Starcom


SUMMARY

At puberty, girls confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places like on phones. Girls send over a billion emojis every day, but do emojis represent them? Always asked in a social experiment with real girls, and it turns out, unless girls only relate to princesses and beauty, the answer is no. We set to rally girls all over the world to demand new, non-stereotypical emojis reflecting real girls. We responded in real time with custom designs resulting in updated keyboards.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;INTERNAL MARKETING;PR;SOCIAL MEDIA

Audience: Teens (13-20)

Type: Business to Consumer

Classification: Multinational

Language: English