Leo Burnett’s “#LikeAGirl” video for P&G’s Always brand has struck a nerve. Actually, it’s struck 36 million nerves. That’s how many people have seen it since its June 26 posting on YouTube. Of these viewers, 28,000 commented, including some mighty snarky and defensive comebacks from guys.
Overall, the 3-minute #LikeAGirl video has received record-making billions of impressions, from its posting on YouTube, its biggest hub, on the Always website and pushes on Facebook and Twitter.
Always is taking a stand to bring awareness to the negative connotations of “like a girl,” the brand said, and to drive a movement to change the phrase “from an insult into a celebration of the strength, talent, character and downright amazingness of every girl.”
The monstrous number of views make it obvious that Leo Burnett and P&G’s bold approach on behalf of women is resonating positively at a critical time when women’s leadership roles have been diminishing and a women’s empowerment movement is taking shape.
Once the project was conceptualized by Burnett’s collaborative creative team or primarily women in three cities, it moved very quickly to completion within three weeks, as P&G wanted to get it online as soon as possible.
To direct, the agency made the impeccable choice of award-winning documentarian Lauren Greenfield (“Queen of Versailles”) of Chelsea Pictures LA. The agency greenlit the project in early June and two days later Greenfield was casting in LA.
The one-day shoot took place on a bare stage in LA. Standing off-camera and speaking voiceover to each of the girls, Greenfield asks what it means to do something “like a girl” – to run, throw a ball, fight. Their verbal and physical responses vary by age group.
Leading the agency creative were Toronto-based Judy John, CEO/CCO, Leo Burnett Canada and Becky Swanson, ECD Chicago.
Writers were VP/CD AJ Hassan, Chicago, and creative copywriter Angel Capobianco of Holler, the London agency Burnett bought in 2011.
Art director Hmi Hmi Gibbs, VP/CD Chicago was paired with the only male on the creative assignment — Holler art director Nick Bygraves.
Burnett Chicago handled the production: Veronica Puc, SVP/group executive producer; David Moore, SVP/EP and Adine Becker, senior producer.
Director of photography was David Morrison of LA.
The editorial honors went to Cutters. It was fitting that partner/editor Kathryn Hempel, one of the first female editors in Chicago, edited the video. She was assisted by Dana Katz. Patrick Casey produced.