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RAN IN: United States, Canada
Cristina Torres, VP, Director
Jennifer Mathis, Director
Kate Hinz, Manager
Judy John, ECD
Annette Sally, EVP, Director
Amy Smith, SVP, Consumer
Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!
Hero Medium: Interactive/Online
Audience: Teens (13-20)
Objectives: Change brand image
Type: Business to Consumer