Digital
Like a Girl
Always · 2014
- Agency
- Leo Burnett
- Campaign
- Like a Girl
Analysis
A girl stands against a plain studio backdrop in Always' campaign. The film asks people to reconsider a phrase that limits girls' confidence.
Phrase reversalParticipant testimony
Why it worked
The empty setting gives the participant full attention. The campaign can compare interpretations without visual distractions.
Lesson
Test an everyday phrase with the people it affects before you accept its meaning.