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Always
Always #LikeAGirl - Unstoppable

RAN IN: United States, Canada

CLIENT
Procter & Gamble

AGENCY
Leo Burnett Toronto *Lead Agency

Steve Persico, Group Creative Director
Anthony Chelvanathan, Group Creative Director
Judy John, Chief Creative Officer/Creative Director


Leo Burnett/Arc *Lead Agency

AJ Hassan, Creative Director
Kara Yang, Strategy
Annette Sally, Account Lead
Kristin Hayward, Participation Director
Elena Petukhova, Strategy


Starcom


MSLGROUP


SUMMARY

The first #LikeAGirl film was one of the biggest success stories in the world, propelling the Always brand to new heights. This year, we needed to create a program that was even more compelling than the original. We were tasked with 3 key objectives: increase awareness, increase emotional connection and drive measurable increase in sales. With #Unstoppable, we focused on the limiting boxes society puts girls in. We wanted to make these boxes visible and inspire everyone to help girls smash them and be Unstoppable #LikeAGirl. Once again, we empowered women around the world while increasing sales.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Consumer Involvement/User Generated, Interactive/Online, PR, Social Media

Audience: Women

Objectives: Build brand equity

Type: Business to Consumer

Classification: National, Multinational

Language: English