Nick Bygraves, art director
Angel Capobianco/
Becky Swanson, writers
Hmi Hmi Gibbs/
AJ Hassan, creative directors
Judy John, chief creative officer
Lauren Greenfield, director
Adine Becker, producer
Allison Amon/
Jonathan Gribetz/
Lisa Mehling, executive producers
Chelsea Pictures, production company
Leo Burnett Chicago, ad agency
Procter & Gamble, Always, client
"#LikeAGirl" 3:15
"Director Lauren Greenfield teamed up with Leo Burnett Chicago to conduct a social experiment for the P&G brand Always. The goal: rewrite the rules of what it means to do things 'like a girl.' The experiment proved that those words can be disempowering and that these cultural notions usually form around puberty. The experiment became a viral video phenomenon (with 90 million views and 12 billion impressions) that changed the meaning of 'like a girl.'"
