State Street Global Advisors: 'Fearless Girl' (US)

Contains the creative for the 'Fearless Girl' campaign for State Street Global Advisors by the agency McCann in the USA.

The story behind the campaign

Challenge

Investment firm, State Street Global Advisors (SSGA), wanted to make a statement: companies with strong female leadership performed better than their male-led counterparts. To allow investors to leverage this fact, they developed “SHE” – the first ETF comprised of corporations with the highest percentages of women in leadership positions. Now, we needed to craft a bold message to draw attention to, and ignite conversation about, just how essential women in leadership positions are. We needed to change the perception of what strength looks like in a historically masculine industry. And we did. With one...

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