Nearest office

Chicago

All offices

Offices

Selected office



,


Your nearest office

Chicago

United States

Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

http://www.leoburnett.us/chicago/

Amy Cheronis

EVP Reputation and Communications

amy.cheronis@mslgroup.com

Katie Newman

Chief Marketing Officer

katie.newman@leoburnett.com

Nearby Leo Burnett offices

  • Chicago

    United States

  • Detroit

    United States

  • Toronto

    Canada

  • Santa Fe, Mexico City

    Mexico

  • Montreal

    Canada

  • Guatemala City

    Guatemala

  • San Salvador

    El Salvador

  • Tegucigalpa

    Honduras

  • Managua

    Nicaragua

  • San Jose

    Costa Rica

  • Santo Domingo

    Dominican Republic

  • Panama City

    Panama

Global

P&G Always “#LikeAGirl”

INSIGHT. A girl’s confidence tends to plummet during puberty and her teenage years. A contributing factor to this drop is societal put-downs based solely on gender such as the phrase “like a girl.” To work toward boosting girls’ confidence worldwide, we decided to make “like a girl” mean something amazing by transforming an insult into a mantra.

Fifteen of 15 - Like A Girl - 1

IDEA. The “#LikeAGirl” social experiment recruited real women, men, boys and preteen girls and asked them to show what it physically means to run like a girl, throw like a girl, etc. Surprisingly, the prepubescent girls were the only ones who performed these actions confidently and proudly, for they weren’t yet tainted by society’s engraved definition of “like a girl.” Created in partnership with Leo Burnett Chicago, Toronto and London, the online film made its broadcast debut during the Super Bowl, further empowering people of all ages and genders to continue the conversation.

Fifteen of 15 - Like A Girl - 2

IMPACT. To this day, “#LikeAGirl” has over 90 million views on YouTube and over 150 top awards, and it is the most-watched video in Procter & Gamble’s history. The campaign has won an Emmy, 14 Cannes Lions (including the inaugural Glass Lion, Titanium Lion and a Grand Prix), a D&AD Black Pencil and a Facebook Studio Blue Award by illustrating what it truly means to be “like a girl.” The groundbreaking campaign made a profoundly positive impact on the societal issue of negativity in the life of young girls and on P&G’s brand reputation.