The phrase “like a girl” is an insulting gender stereotype used across many cultures. For P&G Always, we designed an online social experiment to expose this pervasive issue and start a movement to reverse it.
The film was unscripted but we had a hypothesis. We believed if we asked adults to show us how to run or fight “like a girl”, they’d behave in a silly, self-deprecating manner. But when asked the same question, young uninhibited girls would give their all.
To drive participation, we asked women to tweet the amazing things they do #LikeAGirl. There was PR activation through e-influencers and top media. And ultimately, a 60 second version of the video aired on the 2015 SuperBowl.
Always #LikeAGirl is today one of the most viewed, shared and celebrated pieces of branded content in history. It was watched over 90 million times on YouTube and drove 4.5 billion media impressions in the first three months.
#LikeAGirl has been embraced globally as a uniquely positive brand message. It even received a prestigious award from the UN. But most importantly, the work has changed the expression ‘like a girl’ into a globally recognized symbol of female empowerment.
DeVry is an American for-profit university whose mission is to “foster learning through career-oriented education”. Not your traditional academic purpose. In 2013, with a tiny budget we needed to engage and recruit a challenging prospective student target - people who were already working or even parenting.
Under the platform “Different, on Purpose” we created a cost-efficient blend of digital and anthemic content to tap into the innate self-belief that many people from underserved backgrounds have, by showcasing how DeVry’s unique programs and commitment to further education are designed to fit around their busy lives. And can lead them to pursue a more fulfilling career.
The results were A+. Within the first 8 weeks of launch, graduate inquiry volume reached 8% and undergrad over 5%, making it one of the most successful campaigns ever created for the brand.
It’s also proof that an insightful-focused idea augmented by a savvy use of digital and traditional media can make a small budget work just as successfully as the for-profit brands spending the big bucks.
hhgregg was facing a name recognition problem. People saw it as just another generic big box store. This campaign was created to gain an emotional connection to the consumer by concentrating on the joy that comes from filling a home with memories.
Each year, The Alzheimer’s Association holds events across the US to raise awareness about this debilitating condition. In 2016, we wanted to create an experience that would truly bring to life how Alzheimer’s touches the lives of so many people.
The insight was simple: people with Alzheimer's lose their sense of time and place. Which means they become disorientated and often wander off - to be found by complete strangers. It’s known as “the walk”.
So we decided to organize an event where thousands of strangers could share this experience together. “The Alzheimer’s Walk” was the result.
With a minimal budget and masses of goodwill, we created a multi-platform campaign that fused social storytelling with highly engaging video content. Messaging we hoped would resonate with anyone whose lives had been touched by Alzheimer’s.
The Walk brought the plight of Alzheimer’s patients and the people whose lives are impacted by the disease into the living rooms of millions of people worldwide. Elevating the quest for a cure from the backwaters of science labs into the mainstream.
In 2017, for the third year in a row, Kellogg's Rice Krispies helped families embrace the season of giving with the Kellogg's Rice Krispies "Treats 4 Toys" program. In partnership with Toys for Tots and master treat-maker, Jessica Siskin (aka Misterkrisp), Kellogg's Rice Krispies donated a gift to Toys for Tots for every Rice Krispies treat made and shared with #Treats4Toys.
As a brand that provides odor protection, Secret expanded it's mission to take a stand against all things that stink. With support for women, Secret created "Mean Stinks" an anti-bullying program for tween/teen girls that gives being nice a little badge value, a cool factor, a bit of edge.
We knew girls would ignore a "goody-two shoes" approach. So instead of lectures, we gave them the tools to be nice. Print and broadband drove to Facebook page where they could apologize, get t-shirts, and send "good graffiti" to ther friends.
Over 200,000 Facebook fans literally overnight for Secret and Mean Stinks.
Diageo launched Oronoco as one of the first clear rums in the super premium category, and needed to establish itself as a top shelf product on par with choice vodkas and other white liquors. Most standard rums are made in the Caribbean from unrefined molasses—but Oronoco comes from pure Brazilian sugar cane. A story with a distinctive point of difference.
Founded by Chef Art Smith and artist Jesus Salgueiro in 2003, Common Threads grew out of the belief that family and food have the power to nurture and strengthen us, to connect us to culture and community, and to teach and excite us about our world.
By sharing the delight of cooking and delicious recipes, in conjunction with practical life-skills in health and nutrition, Common Threads can change lives.
For the 2017-2018 school year, Common Threads piloted a poster based enhancement designed to increase students’ vegetable consumption. Schools and teachers will have the option of posting them in classrooms, in the cafeteria, or around the school. Common Threads will also include a discussion guide to accompany each poster.
BeingGirl.com is a website targeted to adolescent girls by P&G. The site provides information and expert advice on topical self-care issues such as periods, eating disorders, acne and dating by taking a "big-sister approach". Educating girls in a fun and engaging way, featuring self-discovery quizzes and information about their changing bodies. We created a series of digital tools, infographics, and products for Always and Tampax.
