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Eurobest

Creative Award
London, United Kingdom
Always - "Girl Emojis" by Eurobest 2016

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TitleGirl Emojis
BriefWith its #likeagirl campaign, Always is on a mission to inspire young women. In the latest chapter, it took on the fact that the emojis we use to add spice to our texts feature surprisingly few women. As one interviewee points out, there are no professional girl emojis, “unless you count being a bride a profession”. Girls suggested new emojis, like girls lifting weights, a female lawyer, or a female detective – and the brand responded with emoji designs in real time. Finally, Google announced that it would create new emojis featuring professional women. Once again, Always had rewritten the rules.
Agency
Campaign Rewrite the Rules
Advertiser Procter & Gamble
Brand Always

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Media Type Web Film
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