#WinLikeAGirl: The Viral Always Project takes home 14 Lions at Cannes.
In May of 2014, director Lauren Greenfield teamed up with an international team of Leo Burnett creatives to embark upon the creation of a social experiment for P&G brand Always. The goal: to "rewrite the rules" of what it meant to do things "like a girl." The results of that branded "experiment" became the viral video phenomenon that swept Facebook and Twitter feeds with the hashtag #LikeAGirl. Within a few months time, the movement had become a sensational success and young girls and women alike were drawing inspiration from the #LikeAGirl campaign.
Flash forward to a year later and the project has won over 140 awards worldwide, and has most recently returned from Cannes with 14 Lions in tow, amongst them 7 Gold Lions, including those in the Film, Cyber, PR, Direct, and Media & Promo categories, the prestigious PR Grand Prix and an all-new category, the Glass Lion - Lion for Change.