Always "Keep going" by Leo Burnett

Three years ago Procter & Gamble's Always started a movement with the "#LikeAGirl" campaign, which returns with a new ad tackling the fear of failure girls experience during puberty.

The spot, created by Leo Burnett and directed by Lucy Luscombe, follows schoolgirls as they face intimidating challenges from a dance rehearsal to a chess match. Just as the brand helped overturn negative connotations of the phrase "like a girl", the next phase of the campaign invites girls to reimagine failure as fuel for their growing confidence. 

Credits

Global chief creative officer, Leo Burnett Worldwide and creative chairman, Publicis Communications
Chief creative officer
EVP, executive creative director
VP creative directors
Senior art directors
Senior copywriters
Production company
Director
Senior producer
Assistant music producer
Colorist
Strategy director
EVP account director
Account director
Assistant account executive