At a recent meeting where the think tank team of a large organization were talking about branding, I got to attend an extremely riveting talk by an ex-Ogilvy guy on his thoughts on branding.
The organization was thinking about how to go about building a sharper identity and brand. Instead of talking about the multitude of issues that were unearthed and what transpired out of those discussions, I’d like to talk about one of my key takeaways. Building a brand that supports a larger cause …
#LikeAGirl Campaign
Before I go on, here’s a kickass Ad Campaign
This video was created by P&G Always, go ahead read through their Epic Battle. Here’s a gist of their larger cause –
72% of girls DO feel society limits them — especially during puberty — a time when their confidence totally plummets. Always is on an epic battle to keep confidence high during puberty & beyond.
The way the Always brand has looked beyond itself and targeted a larger cause is to be respected. I am pretty late in seeing this ad, but it does one think.
Brilliant Idea, Flawless Execution
What has me raving more than 9 months after the ad was aired for the first time, is the way in which this video was shot. Directed by award-winning filmmaker Lauren Greenfield (Queen of Versailles), the shoot features a fair amount of celebrities as well as children of different ages.
The ad was aired for the first time during the Superbowl, which would make one think twice about the bold decision to talk about a feminine product. Though this was perfectly tackled by cutting to screen Sport Illustrated’s swimsuit model Erin Heatherton in the first scene.
Erin is also a Victoria’s Secret model angel, thus making her the right choice for the first scene in this ad. I like to think that the casting did that much thinking through (SI would have a primarily male audience, VS would be female audience).
The video first starts with Erin, but then you have other people being interviewed and smartly questioned by Lauren about what does it mean to do things ‘Like A Girl’.
The realization hits you when the boy kinda figures it out on screen that he has been insulting all girls (including his sister). The campaign also goes on to tell you on how we can change our perception of this term … they nailed it #LikeAGirl.