Brand | PROCTER & GAMBLE |
Product/Service | ALWAYS |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Viral Film |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
PR Agency
|
LEO COMM BEIRUT, LEBANON
|
PR Agency 2
|
LEO COMM DUBAI, UNITED ARAB EMIRATES
|
Production Company
|
INDEPENDENT PRODUCTIONS Beirut, LEBANON
|
Production Company 2
|
HEDGEHOG Beirut, LEBANON
|
The Campaign
Girls all over the world lose self-confidence at puberty.
However, in the Arab World, and mainly in Saudi Arabia, the problem is deeper. The day a girl gets her first period, things she was allowed to do the day before are no longer permitted.
So without her realizing it, puberty forces her out of childhood and into her new society-imposed role: a future wife and mother. Consequently, all these limitations affect her life, her goals and aspirations.
Always believe that a girl can achieve anything she wants with the right amount of confidence.
We created a social experiment that exposed the difference in confidence and aspirations between girls (prior to their first period) and women.
In the experiment, girls and women are separated by a curtain. Each is presented with an assortment of different objects representing careers and is asked to remove whatever they consider “not for girls”.
When the curtain is raised, the older women removed all the objects from the table except cleaning and cooking items. The little girls hadn't removed anything. The ensuing conversation is revealing of the societal issue at hand.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Rana Khoury |
Leo Burnett Beirut |
Associate Creative Director |
Tala Arakji |
Leo Burnett Beirut |
PR Planner |
Fadi Bustros |
Leo Burnett Beirut |
Regional Communication Director |
Zeina Joujou |
Leo Burnett Beirut |
Head of Planning |
Jad Jureidini |
Leo Burnett Beirut |
Digital Planning Strategy |
Caroline Farra |
Leo Burnett Beirut |
Creative Director |
Raissai Batakji |
Leo Burnett Beirut |
Communication Supervisor |
Lama Bawadi |
Leo Burnett Beirut |
Senior Copywriter |
Christina Salibi |
Leo Burnett Beirut |
Senior Art Director |
Marie Rose Osta |
Leo Burnett Beirut |
Agency Producer |
Gabriel Abou Daher |
Leo Burnett Beirut |
Head of TV Production |