Always #LikeaGirl Wins PR Grand Prix at Cannes

P&G's Always Brand Aims to Change Perception

Published On
Jun 26, 2014

Editor's Pick

Procter & Gamble's #LikeaGirl has won the Grand Prix for PR at Cannes. The campaign for Always, by PR agency MSL and Leo Burnett, got everyone thinking and talking about the stereotypes our culture imposes on girls and young women in this moving film directed by photographer and "The Queen of Versailles" director Lauren Greenfield. Creativity voted the campaign its #1 in TV/Film in 2014.

To read more about the Jury's deliberations, and for more of today's Cannes winners, head over to

Original Story:

Why do women apologize all the time? And why is the same behavior perceived differently depending on whether it's a man or a woman doing it? The P&G brand has been tackling these issues for a while. Now, it turns its focus to teenage girls, to show how attitudes about what it means to be a girl can change over time.

In a film by Leo Burnett Chicago and "The Queen of Versailles" creator Lauren Greenfield, the Always brand asked adult women and a little brother to show the camera what it meant to run, fight, or throw like a girl. As expected the results show them running wildly, flailing their arms, or exhibiting a weak arm. Then, it asked the same questions to pre-pubescent girls. They, on the other hand, run fast, and throw strong. The film comes after brand-commissioned research found that half of girls report a drop in confidence after they get their first period.

Read more about how the effort seeks to change how girls view themselves, and how this helps Always in a category where brand loyalty is paramount.


Jun 26, 2014
Leo Burnett-Chicago
Chief Creative Officer:
Judy John
Creative Director:
Judy John
Creative Director:
Becky Swanson
Digital Creative Director:
Milos Obradovic
AJ Hassan
Angel Capobianco
Art Director:
Hmi Hmi Gibbs
Art Director:
Nick Bygraves
Agency Producer:
Adine Becker
Lauren Greenfield
Production Company:
Kathryn Hempel
Editorial Company:

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