On the heels of its slew of Clio wins, Toronto’s Leo Burnett has picked up the coveted Grand Clio in the PR category.
The winning campaign, “#Likeagirl,” for P&G’s Always brand, was a joint effort between Leo’s Toronto, Chicago and London office, however the case was entred by the Canadian location. PR was handled by MSLGroup, and was led creatively by CCO Judy John.
The campaign is designed to tackle female stereotypes, turning the concept of “You do _____, like a girl” from a negative to a positive. The majority of women (89%) age 16 to 24 agreed that the “like a girl” words are harmful.
Insight behind the campaign comes following a survey from Research Now, which found that more than half of girls (56%) claimed to experience a drop in confidence at puberty, with the lowest confidence moments coinciding with when they get their first period. The first half of the spot features participants (boys and women), doing acts of running, throwing, pitching etc. “like a girl.” The second half of the video shows the same responses from young girls, who prove there’s nothing to be ashamed of when doing something normal.
The agency already picked up two Gold – in the Engagement category as well as in Public Relations – brand development and corporate image. It also won a Silver in Branded Entertainment & Content, Silver in Digital/Social – social media and a Bronze for Direct – digital/social.
With files from Matthew Chung
