Lauren Greenfield of Chelsea directed this piece which tackles the stigma of the phrase "like a girl" ("you run like a girl,: "you throw like a girl"). By raising awareness of the negative thinking behind this phrase, the realization sets in that "like a girl" can be an empowering message.
Credits
Client Procter & Gamble/Always. Agency Leo Burnett Chicago, Toronto, London Judy John, chief creative officer, creative director; Becky Swanson, creative director; Milos Obradovic, creative director; AJ Hassan, Angel Capobianco, writers; Hmi Hmi Gibbs, Nick Bygraves, art directors; Adine Becker, producer. Production Chelsea Pictures Lauren Greenfield, director. Editorial Cutters Kathryn Hempel, editor.
Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More
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