2016 Winners & Shortlists

WHAT GIRLS CAN DO

Short List
Client/BrandPROCTER & GAMBLE
Product/ServiceALWAYS
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryFilm: Other Film
CategoryViral 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

Name Company Position
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