Always "#LikeAGirl" by Leo Burnett

The feminine-hygiene brand Always has released a campaign about the negative connotations of saying someone does something "like a girl". Leo Burnett’s Chicago, London and Toronto offices, as well as Holler, collaborated on the campaign, which is reminiscent of Dove’s "real beauty sketches". The new film features real people being told to do things "like a girl". Older men and women tended to respond with pathetic-looking actions, while younger girls were unaware of the bias and performed the actions normally, and with gusto. The work was written by AJ Hassan and Angel Capobianco, art directed by Hmi Hmi Gibbs and Nick Bygraves, and directed by Lauren Greenfield through Chelsea Films.