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- 25 March 2015 00:00
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Although up against fierce competition from the likes of Waitrose and Sainsbury’s Christmas campaigns, Money Supermarket’s Twerking Man and Ikea Beds, This Girl Can swept the board in a range of categories at Creative Circle Ball.
The campaign, which is the first of its kind to feature women who sweat and jiggle as they exercise and that seeks to tell the real story of women who play sport, uses images that are the complete opposite of the idealised and stylised images of women we are now used to seeing. This Girl Can picked up an exceptional 5 gold and 5 silver awards including music and best director, but are especially proud of winning the Best Integrated Campaign, which recognises the strength of the campaign across marketing channels (social, pr, digital, outdoor, cinema and television).
The awards were adjudicated by a prestigious judging panel drawn from the great and the good of the advertising industry, who felt that This Girl Can was a worthy winner of many accolades. The campaign is a sassy celebration of active women which recognises that fear of judgement – on appearance, ability or how they choose to spend their time – puts women of all ages off exercising.
It is evident by the response from the campaign that these barriers are being broken. Fingers crossed these are the first of many more awards for the campaign, which is clearly having an impact far and wide.