BIMA Awards

Video winner

Like a girl

by Holler / Leo Burnett for Always

Project information

Always is positioned around ‘confidence’ based on their superior product performance. At puberty, a girl’s confidence plummets, lowest at her first period. Empowering girls during this critical life stage gave Always a powerful role. Holler and Leo Burnett confronted a female confidence killer; the playground insult, ‘Like a girl,’ looked to challenge its use and redefine it with a new inspiring meaning. They created a social experiment asking adults and young girls to do things ‘like a girl’ spotlighting the cultural issue.

The film challenged prejudice and brought global attention to the #LikeAGirl issue and started a social movement asking girls to share the amazing things they do #LikeAGirl, reclaiming a negative phrase and turning it into a positive affirmation of female accomplishment. The video reached 80million views globally (36% earned); 4.5billion earned impressions and inspired 4.5million pieces of UGC. The hashtag is still used on social media to celebrate female achievement worldwide.

Shortlist

The Attention Test

by ais London for Skoda UK

Google year in search

by R/GA London

Like a girl

by Holler / Leo Burnett for Always

Online Field Trips

by Zone

Sergio the shoe hunter

by The Outnet for Atelier