Anatomy Of A Cannes Contender: How “Like a woman” was Flipped, And was A Viral Sensation

all the time “Like a lady” was once unleashed on the arena virtually a year ago. In that point, the campaign has finished more than 85 million YouTube views and large quantities of media coverage. perhaps as a result of it has bought a lot publicity since its launch, it is easy to put out of your mind just how highly effective that unique three-minute movie is.

A tiny lady’s unequivocal: “It manner to run as fast as that you may,” when requested: “What does it imply to you after I say: ‘Run like a woman?’” is touching. When set towards the derogatory replies of older girls and men it becomes profoundly concept upsetting. P&G-owned always’s research found that it’s at puberty when women’ self assurance begins to erode and agency Leo Burnett come across a strategy to fight that sad change in attitude by way of re-appropriating a demeaning phrase that is long been used as shorthand for “substandard.”

The campaign used to be a centerpiece in what’s become an ongoing female-empowerment push from manufacturers. And it got renewed hobby when a 60-second model of the film was aired at this 12 months’s Superbowl, proving that feminine care products can also be marketed at sports activities occasions and nobody dies.

The “Like a lady” marketing campaign, from Leo Burnett Toronto, London & Chicago, and company Holler, and directed by way of Lauren Greenfield (Queen of Versailles), is hotly tipped to collect awards in Cannes and has already gained the PR Lion Grand Prix, as well as a tumbler Lion, recognizing work that “breaks through unconscious gender bias.” And if its groaning trophy cupboard, which so far incorporates each a Black and a White Pencil from D&advert, a Grand Clio and eleven Webby awards (among other issues) is anything else to move by, it is a pretty protected wager.

right here, Leo Burnett Canada CEO and CCO, Judy John, who’s the lead creative on the marketing campaign, discusses one of the crucial pondering and methods at the back of the blockbuster marketing campaign.

What was once the transient?

always wished to alter women’ lives one woman at a time via championing their self assurance.

What was the perception that resulted in the profitable idea?

analysis performed to toughen the campaign showed that girls’ self belief drops all over puberty, significantly more than boys. For a brand that could be a champion of women’ self assurance, we knew we had to do something about it. We explored various factors that affect girls all over this prone time (puberty). during this exploration anyone taped a section of paper to the board. That piece of paper learn “Like a woman.” That’s all it stated. amongst all of the ideas and items of paper within the room, I was once straight away drawn to it. the speculation used to be explained as: Like a lady has been around perpetually and is used in derogatory methods, let’s trade the that means of it. From that day on, we began to build on that idea.

What had been some of the key selections you and crew made for #LAG, in the case of the creative and production process?

the first key resolution was choosing an concept that felt insightful, related and real. #LikeAGirl had all of it and in a number of phrases, might seize people’s attention and imagination. subsequent, we decided that a social experiment used to be the easiest way to deliver this concept to lifestyles, followed with the aid of the necessary choice of getting Lauren Greenfield to shoot it.

what is the greatest lesson for entrepreneurs from the success of this work?

we’re in the age where model affinity is more essential to individuals than ever. individuals join with and buy the brands that share equivalent factors of view or values they’ve. That’s why purpose pushed manufacturers are succeeding. These brands have big ambitions and so they make an emotional reference to their consumers.

What are the consequences?

as of late, 12 months later, always #LikeAGirl has garnered greater than eighty five million views globally and extra importantly, it has changed the best way folks suppose and use the phrase “like a lady.” We helped ignite a cultural motion and proved that doing something #LikeAGirl isn’t an insult, it way wonderful issues. It’s something our company is very happy with.