CREATIVE ASSIGNMENT

 

Create empowering insights and ideas that elevate and extend Leo Burnett's original "#Like A Girl" concept. Through Brand Driven Engagements tangibly establish the confidence in women that they experienced as little girls prior to passing through puberty.

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1 – Create ACTS that will allow girls and women to open their minds and wake up from both “normal” and “abnormal” learned behavioral patterns. Inspire them to return to the early freedom of pre-puberty that every girl experiences before she is conditioned with self doubt and insecurity.

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2 – Create ACTS that will truly awaken global sisterhood by growing “#likeagirl“ from a campaign idea into a movement and convert women from individuals who agree, to sisters who behave and act together with a singular purpose top of mind.

 

TARGET – Do not talk at them. Do not even talk to them, but rather speak with girls and women 13–34. The self esteem of both girls and women are threatened and challenged during these ages by social norms and specifically by the media pushing women to be anything and everything except who they naturally are.

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Girls and women of these ages are continually looking outside themselves for affirmation and support when the answers to all their questions and concerns already lie within themselves.