Inspiring the next generation.
For young girls, confidence plummets during puberty and many never fully recover. Always is on an epic battle to end that by changing the meaning of the phrase #LikeAGirl from an insult to mean amazing things. It's inspiring to us, and we hope it inspires the next generation too.
The Procter & Gamble ad scored a big last year with this stereotype-crushing ad, which ended up getting a slot on the Super Bowl.
The feminine products brand aims at building the confidence of women and is indeed working as it's almost easy to forget the brand is ultimately selling a product. It's the power of a great message and great communication.
Client: Always, Procter & Gamble
Agency: Leo Burnett