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Small Agency Conference and Awards

Small Agency Campaign of the Year, Digital, Gold: 'We See Equal,' Badger & Winters for Procter & Gamble

By Published on .

The brands in Procter & Gamble's portfolio have made bold statements to promote gender equality -- there's Always' "Like a Girl," Secret's "Stress Tests" ads and Ariel's "Share the Load." But the marketer wanted to create a communications platform that united the entire company in its fight for gender equity. Enter "#WeSeeEqual," created out of Badger & Winters.

The centerpiece was a digital ad that debuted in March of this year ahead of International Women's Day. Set to the 4 Non Blondes track "What's Up?" it pieces together real-world footage and scenes from P&G's various spots to show a spectrum of people defying gender stereotypes, while smart copy drives the point home. Following a scene in which a dad cuddles his baby, the spot reads, "Hugs don't care who give them," and after a girl makes foam explode out of a bottle, "Science doesn't care who studies it." A girl from the "Like a Girl" spot strikes her foot out fiercely toward the camera, followed by the words, "Butts don't care who kick them."

The spot earned 8 million views in a month, the shop reported. In March, AceMetrix ranked it 2017's No. 1 ad focused on inclusiveness and in April it tied for No. 4 on its chart of breakthrough ads of 2017.

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