Nick Bygraves/
Hmi Hmi Gibbs, art directors
Angel Capobianco/
AJ Hassan, writers
Judy John/
Milos Obradovic/
Becky Swanson, creative directors
Judy John, chief creative officer
Jake Bruene, director of photography
Kathryn Hempel, editor
Cutters, editorial company
Lauren Greenfield, director
Anna Coscia/
Rachel Darville/
Laura Jones/
Karuna Rawal, planners
Adine Becker, agency producer
Chelsea Pictures, production company
Starcom MediaVest Group, media agency
Holler Digital, Ltd., digital agency
Leo Burnett Chicago/
Leo Burnett London/
Leo Burnett Toronto/
MSLGROUP, ad agencies
Procter & Gamble, Always, client
"Always #LikeAGirl" :60
"Girls experience their biggest drop in confidence during puberty, around their first period. Always, a brand they count on for superior protection, wanted to change that. To truly champion girls' confidence, we needed to get to the heart of the issue. Our idea was to take a frequently used expression in society, one that undermines confidence, and change the meaning of it. We wanted to inspire people to change the meaning of 'like a girl' to mean amazing things."
