Nescau, a NestlÃ© Brazil brand for cocoa powder and chocolate milk products, shows how participating in sport helps girls grow up into strong, confident women in a new campaign titled "Strong Girls."
The 90-second ad features a series of scenarios in which a woman in a situation where she has to be tough thinks back to her childhood, and remembers herself showing strength in sports. Different women are depicted ignoring high school bullies, standing up to a lecherous boss at work, keeping calm as a surgeon at a critical point in an operation, giving a presentation and fending off a man's advances in a club. Each scenario is interspersed with scenes of the woman as a child (in video lit to look like old footage) taking part in her sport, and the memory helps her to be more assertive. The spot ends with the words: "As sport turns boys into men, it turns girls into women."
Rafael Kent at Corazon Filmes directed the spot for Ogilvy Brazil. Its aim is to raise awareness of the role of sport in young women's development and ability to face the challenges of adult life. Nescau developed it following a survey about girls and sport, whose findings included that the number of girls that go out to play sports on the street (59%) is smaller than that of boys (69%) at the same age.
The film is running on TV, and the brand also worked with Facebook on targeted distribution and on shorter edits aimed at parents with interests in different sports.