Sheryl Sandberg’s LeanIn.Org and Girl Scouts of the USA launched a new public service campaign to encourage leadership and achievement in girls. The campaign, called “Ban Bossy,” aims to draw attention to the ways girls and women are discouraged from leading…beginning when girls are called “bossy.”
“Ban Bossy” is a robust educational campaign that includes a newly launched website (BanBossy.com), educational materials, public service messages, promotional partnerships, social media and the Ban Bossy pledge.
As part of this initiative, BBDO New York has created a video, “Change the Story,” that highlights the price we pay for discouraging girls from leading. Douglas Avery of Furlined directed the piece which shows various girls discussing language that acts as a roadblock to their potential.
Credits
Client LeanIn.Org, Girl Scouts of the USA. Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, N.Y.; Juliana Cobb, sr. VP, sr. creative director; Anne Lac, associate creative director/art director; Pamela Kim, associate creative director/copywriter; Amy Wertheimer, group executive producer; Tricia Lentini, executive producer; Georgie Turner, associate producer; Rani Vaz, head of music production. Production Furlined Douglas Avery, director; Diane McArter, president; David Thorne, sr. exec producer; Meghan Lang, exec producer; Greg Haggart, line producer. Editorial Crew Cuts Sherri Margulies, editor; Danielle Sclafani, assistant editor; Michelle Belaff, exec producer. Post Company 3 Tim Masick, colorist. Music Beacon Street Studios Audio Crew Cuts Julienne Guffain, mixer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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