Always "#LikeAGirl" by Leo Burnett

The feminine-hygiene brand Always has released a campaign about the negative connotations of saying someone does something "like a girl".

Leo Burnett’s Chicago, London and Toronto offices, as well as Holler, collaborated on the campaign, which is reminiscent of Dove’s "real beauty sketches". The new film features real people being told to do things "like a girl". Older men and women tended to respond with pathetic-looking actions, while younger girls were unaware of the bias and performed the actions normally, and with gusto. The work was written by AJ Hassan and Angel Capobianco, art directed by Hmi Hmi Gibbs and Nick Bygraves, and directed by Lauren Greenfield through Chelsea Films.

Creative credits

Brand: Always
Title: #LikeAGirl
Agency: Leo Burnett Chicago, Leo Burnett Toronto, Leo Burnett London and Holler
Chief creative officer: Judy John
Creative directors: Judy John and Becky Swanson
Digital creative director: Milos Obradovic
Writers: AJ Hassan and Angel Capobianco
Art directors: Hmi Hmi Gibbs and Nick Bygraves
Agency producer: Adine Becker
Director: Lauren Greenfield
Production company: Chelsea Films
Editor: Kathryn Hempel
Editing company: Cutters
Brand planners: Karuna Rawal, Anna Coscia and Rachel Darville
Digital planner: Laura Jones