The Brawny Man Is a Woman in Georgia-Pacific's International Women's Day Campaign
Effort Proclaims 'Strength Has No Gender'
Mar 08, 2016
Back in September, Georgia-Pacific's Brawny and Cutwater San Francisco re-introduced us to the Brawny Man, a faceless giant who appeared in a series of new ads and on the paper towel's packaging. Now, in honor of International Women's Day, that anonymous gargantuan is a woman -- who appears in a new ad following a series of vignettes that celebrate hard-working ladies in various tough jobs and hobbies--flying planes, building cars, leading protests, scaling mountains and marching in the military.
The digital campaign proclaims #StrengthHasNoGender and also includes four 90-second documentaries that will live on Brawny's social and digital channels.
The films feature two-time Olympic Gold Medalist and WNBA player Swin Cash, who also reports on men's college basketball for CBS Sports; Alvarado Construction Inc. CEO/President and Palo Alto, Inc. Restaurant Company President Linda Alvarado, who also happens to be the first ever Latino owner of a MLB team (the Colorado Rockies); Dr. Valerie Montgomery Rice, the first woman to lead Atlanta, Georgia's Morehouse School of Medicine as president and dean and Maureen Stoecklein, who has been a Michigan firefighter for more than 16 years. At the end of the videos, each woman appears wearing the Brawny Man's signature plaid shirt. And unlike the rest of the campaign, their faces are shown in full glory.