Brittaney Kiefer
Aug 21, 2017

MMGB: Always '#LikeAGirl' returns to fight girls' fear of failure

Watch the film conceptualised by Leo Burnett Chicago

Procter & Gamble's Always has brought back its "#LikeAGirl" campaign with a new ad tackling girls' failure of confidence during puberty.
 
The 'Keep going' spot by Leo Burnett Chicago is a rallying cry for girls to embrace failure as fuel to build their confidence. It follows a group of schoolgirls over the course of a day, when they face challenges such as drama rehearsals, chess matches and class projects.
 
The new video comes on the back of research commissioned by Always, which found that over half of girls lose confidence at puberty and seven in ten girls avoid trying new things during puberty because they are afraid to fail. 
 
Eight in ten of the girls surveyed said the pressure to please others and be perfect led them to fear mistakes, while 75 per cent pointed to social media as a key contributor to that feeling.  
 
For the new phase of the campaign, Always enlisted actress and advocate Yara Shahidi as a brand ambassador to help encourage girls. It also turned to the director Lucy Luscombe to make the ad, which will run on TV and online.
 
The ad was written by Garrett Vernon and Anthony Brooks, and art directed by Jillian Lamb and Jin Yoo. Publicis Media handled media planning and buying.
 
The "#LikeAGirl" campaign kicked off in 2014 to increase girls’ confidence and overturn negative connotations of the phrase. It swept awards including a D&AD black Pencil and one of the first Cannes Glass Lions in 2015.  
 
(This article first appeared on CampaignLive.co.uk)
 
 

 

Source:
Campaign India

Related Articles

Just Published

1 day ago

When the sellers of joy become its custodians

Titan’s ‘Humari Diwali’ film spotlights retail staff who keep the festive spirit glowing—even as they spend it behind the counter.

1 day ago

Five rules for crafting a high-impact festive campaign

As festive ad clutter peaks, reward-led engagement — with experiential incentives, gamified participation, and frictionless redemption — can help brands cut through noise.

1 day ago

When creativity meets code: The human algorithm problem

As gen AI powers faster campaign production, marketers confront a new paradox — efficiency at the expense of emotion, and originality lost in translation.

1 day ago

Apple keeps crown as world’s top brand, even as ...

Apple retains the world’s most valuable brand tag for the 13th straight year, Interbrand report reveals a 4% slide in value as Microsoft, Amazon and NVIDIA are right on its heels.