Proctor & Gamble brand Always has turned its #LikeAGirl campaign to emojis, highlighting the difference in female and male emojis and the impact that has on young girls. The spot, via its agency Leo Burnett Chicago, is directed by documentary filmmaker Lucy Walker.
The little yellow symbol show female characters as a bride, a princess, painting their nails or cutting their hair. Whereas the male emojis are seen surfing, swimming, riding horses, cycling and become police officers.
Research by Always, Always Confidence & Puberty Survey, of 1,000 young women aged 16 to 24 years old in the UK found 75 per cent of respondents would like to see professional female emoji options and 67 per cent say that the available female emojis imply that girls are limited in what they can do.
Research by Always also found more than 70 per cent of girls use emojis multiple times a day and 82 per cent use them on a daily basis.
In a press release, Always says: “They may seem small, but emojis are more than just funny faces. They’ve become how girls express themselves in text and online. But do emojis truly represent girls? Always asked, and it turns out even emojis limit girls to stereotypes.
“Let’s make emojis as unstoppable as the girls they represent. Tell us yours with #LikeAGirl.”
Client: P&G Always
Agency: Leo Burnett Chicago
Campaign: Always #LikeAGirl – Emojis
Executive Creative Director: Nancy Hannon
Creative Director: Natalie Taylor, Isabela Ferreira
Art Director: Jin Yoo, Amanda Mearsheimer
Copywriter: Garrett Vernon
Executive Account Director: Annette Sally
Account Director: Katie Nikolaus
Account Supervisor: Sarah Kaminsky
Assistant Account Executive: Susanne Sward
Executive Producer: Tony Wallace
Producer: Adine Becker, Andrea Friedrich
Production Company: Pulse Films
Director: Lucy Walker
Editor: Angelo Valencia
Color: Company 3
Colorist: Tyler Roth
Finish: Method Studios
Finish Artist: Ryan Wood
Postproduction Producer: Lauren Roth