Creativity

Brawny Will Turn Your 'Sheros' Into Comic Strips in Latest Female-Focused Campaign

This Year's Women's History Month Effort Also Includes Films Profiling Inspirational Women

By Alexandra Jardine. Published on Mar 06, 2018

Editor's Pick

Having replaced the Brawny Man with a woman on its packaging last year for Women's History Month, this year the Georgia-Pacific-owned Brawny brand is asking women to nominate their "shero."

The brand, and agency Cutwater, has started since March 1 encouraging people to share an inspiring story on social media, using its campaign hashtag #StrengthHasNoGender, about a female hero, or "shero," who exhibits strength and resilience with the courage to help others. Then, some of the nominated stories are being brought to life by comic-style illustrations from female comic artists and animators. The idea is for the campaign to process as many as it can create and share based on what people submit through the month of March.

As part of the campaign, Brawny also made several social media films, profiling inspirational women. One, seen here, focuses on Vanessa Casillas, a Chicago bricklayer who overcame harassment and sexism in a male dominated field, while another profiles Sarah Herron, the first contestant from ABC's "The Bachelor" with a physical disability and the owner of a business that empowers girls with physical differences to build confidence and self-acceptance through outdoor adventure sports.

Brawny first replaced the Brawny man with a woman in 2016, in an ad for International Women's Day, and other female-focused campaigns by the brand include a Mother's Day effort that turned moms into giants with the aid of Snapchat.

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Credits

Date
Mar 06, 2018
Agency:
Cutwater
Client:
Brawny
Chief Creative Officer:
Chuck McBride
President, Principal:
Christian Hughes
Creative Director:
Toby Petersen
Art Director:
Silky Szeto
Copywriter:
Kristi Lira
Executive Producer:
Michael Huntley
Associate Executive Producer:
Adora Wilson-Eye
Senior Account Director:
Greer Gonerka
Account Manager:
Kaitlin Ramsey
Brand Building Leader, Towel Category:
Nicole Cook
Senior Director, Content, Center Lead:
Shari Neumann
Brand Building Manager, Towel Category:
Brian Harrison
Associate Brand Building Manager, Towel Category:
Samantha Alexander
Director, Social Content:
Nick Ayers
Social Media Manager:
Melissa Kinard

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