In Run-Up to Rio, Always Inspires Girls to Stay Passionate About Sports
Latest 'Like a Girl' Push Aims to Combat Drop in Athletics Participation After Puberty
Editor's Pick
The original premise for P&G brand Always' celebrated "Like a Girl" campaign was inspired by the fact that after they reach puberty, 50% of girls see a drop in confidence. In the run-up to the Rio Olympics, Always wants to counter this trend and inspire girls to keep diving wholeheartedly into sports.
The most recent "Always Confidence & Puberty Survey" found that by the end of puberty, half the girls surveyed will have stopped participating in athletics. So Always has released "Keep Playing," a new video that shows several strong-willed athletes -- including a girl who plays rugby, a young female weightlifter -- outwardly defying naysayers who have questioned their passion for their respective sports.
The spot goes on to read, "Always wants girls to keep girls playing, because sports keep girls confident" and implores girls to "Show the world how you keep playing #Likeagirl."
The film was created out of Leo Burnett Chicago and directed by Nanette Burstein ("The Kid Stays in the Picture," "American Teen"). You can find out more about what went into making the ad in the Director's Interview video.
As part of the campaign, Always has also tapped Olympics gold medalist and U.S. soccer pro Alex Morgan to share her story for the campaign. "At age thirteen one of my coaches told me that I wasn't good enough," she said in a statement. "As a young girl just wanting to play and do my best, that was difficult to hear. It would have been easy for me to quit -- but I wouldn't be the confident person I am today if I had."
Credits
- Date
- Jun 28, 2016
- Brand :
- Always
- Client :
- Always
- Agency :
- Leo Burnett-Chicago
- Director :
- Nanette Burstein
- Global Chief Creative Officer :
- Mark Tutssel
- Chairperson :
- Mark Tutssel
- Chief Creative Officer :
- Judy John
- Executive Vice President, Executive Creative Director :
- Nancy Hannon
- Vice President/Creative Director :
- Isabela Ferreira
- Vice President/Creative Director :
- Natalie Taylor
- Associate Creative Director :
- Amanda Mearsheimer
- Associate Creative Director :
- Gloria Dusenberry
- Senior Copywriter :
- Anthony Brooks
- Senior Art Director :
- Jillian Lamb
- Copywriter :
- Garrett Vernon
- Copywriter :
- Pete Kellen
- Senior Art Director :
- Luis Marques
- Creative Resource Manager :
- Darlene White
- Executive Director, Production :
- Vincent Geraghty
- Senior Vice President, Group Executive Producer :
- Mary Cheney
- Vice President, Executive Producer :
- Tony Wallace
- Senior Producer :
- Adine Becker
- Director, Music Production :
- Chris Clark
- Senior Talent Manager :
- Linda Yuen
- Production Manager :
- Julie Lewandowski
- Production Company :
- Hungry Man
- Director :
- Nanette Burstein
- Head of Production/Executive Producer :
- Kevin Byrne
- Producer :
- Julianne Maloney
- Director, Photography :
- Tami Reiker
- Editorial Company :
- The Whitehouse Post
- Color :
- The Mill
- Colorist :
- Luke Morrison
- Audio Mix :
- John Binder
- Audio Mix :
- David Gerbosi
- Audio Mix :
- Peter Erazmus
- Audio Producer :
- Another Country
- Participation Director :
- Kristin Hayward
- Vice President, Strategic Planning :
- Kristin Hayward
- Executive Vice President, Account Director :
- Annette Sally
- Account Director :
- Katie Nikolaus
- Account Director :
- Sarah Kaminsky
- Account Supervisor :
- Ashley Sawatzke
- Assistant Account Executive :
- Susanne Sward
- Assistant Account Executive :
- Raleigh Ward
- Legal :
- Michael Sirota
- Commercial Clearance Manager :
- Tracy Scimeca
- Music Producer :
- Alec Stern
- Editor :
- Nikki Vapensky
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