Shoot Online recently talked to Lauren Greenfield about collaborating with Leo Burnett on the short film #likeagirl, created for Procter & Gamble‘s Always brand. The spot won seven Clio awards last month.
“Leo Burnett got me engaged from the very beginning right when they sent me the concept,” Lauren tells Shoot Online of the project, which examines what people mean when they say that someone does something “like a girl.”
“In my work as a documentarian,” she says, “I have witnessed the confidence crisis among girls and the negative impact of stereotypes firsthand. When the words ‘like a girl’ are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine ‘like a girl’ into a positive affirmation.”
Read the full interview here.