AGENCY
Judy John, Chief Creative Officer/Creative Director
Steve Persico, Group Creative Director
Anthony Chelvanathan, Group Creative Director
AJ Hassan, Creative Director
Annette Sally, Account Lead
Kara Yang, Strategy
Elena Petukhova, Strategy
Kristin Hayward, Participation Director
Starcom
MSLGROUP
SUMMARY
The first #LikeAGirl film was one of the biggest success stories in the world, sparking a movement that changed behaviour and propelled the Always brand to new heights. This year, the follow-up had to move people from being excited about the movement to feeling galvanized. To do that, we needed to create a program that was even more compelling than the original. With #LikeAGirl, Always already had the #1 viral video in the world. Unstoppable had to do even better. We were tasked with three key objectives: increase awareness, increase emotional connection to the movement and drive measurable increase in sales. #LikeAGirl is rooted in the fact that during puberty, girls lose their confidence twice as fast as boys. For #Unstoppable, we unearthed the key dynamic shaping this fact. At puberty, society more formally puts girls in a box. At this first milestone into adulthood, maturity and independent achievement, societys subtle definition of a girls role becomes more rigid and limiting. 72% of girls feel that society limits them. The limits & gendered expectations placed on girls early on can make them feel less confident in trying new things, and reaching beyond the boxes they are placed in, later on. We wanted to inspire girls to be Unstoppable, by inviting them to smash the boxes that limit them. Once again, we empowered women around the world while increasing sales.
