Fearless Girl stole the show at this year’s Cannes Lions, picking up a whopping four Grands Prix - one of only two campaigns to ever do so.The statue was created by McCann New York for State Street Global Advisors, staring down Wall Street’s 28-year-old ‘Charging Bull’ statue as a symbol of female leadership in business. Nine months on, with the current revelations happening in the media and the #MeTooMovement, it’s arguably more prominent than ever.
As the year ends, LBB’s Jason Caines sat with Fearless Girl’s creators, McCann New York creatives Tali Gumbiner and Lizzie Wilson, to get their thoughts on the year-gone-by and the project’s success.
LBB> When did you first realise that Fearless Girl could be something so big?
TG & LW> Truthfully, we’re still continually surprised by her impact. There have of course been some moments along the way, the first, being the day after she launched, International Women’s Day, when we saw the swell of women rallying around her. But more than anything, her success has been surreal.
LBB> How have your careers changed since it launched?
TG & LW> At the end of the day, we’re still creatives. So, our day to day job is the same. We’re still working on briefs, concepting and hashing out ideas in the same way we did before fearless girl. Which is truthfully, how we prefer it.
LBB> Why do you think it proved to be such a success? Did you expect this?
TG & LW> We didn’t expect Fearless Girl to have this kind of impact and traction - no one could. In hindsight, we can see there were so many elements working in tandem that all aligned to create something magical. The timing, the location, the team, the nature of our world today - and so many more things - came to together with this project.
LBB> There was a lot of public reaction to it – being discussed in schools, by celebrities, etc. But was there something that came out of it that particularly surprised / shocked you?
TG & LW> The human and emotional impact. The little girls, women and men who, nearly a year later, still pose next to her, hands on hips, continue to humble and surprise us. Every time either of us go down there, just seeing that line of people strikes the most powerful chord.
Oh, and when Elizabeth Warren went down there and shared a picture of her. Definitely a huge and very welcomed surprise.
LBB> I can imagine there have been a lot of highlights as an effect of Fearless Girl – but is there one that really sticks out for you both?
TG & LW> Seeing that women and girls in other parts of the world were adopting her pose to stand up to other bulls - both literal and figurative. We remember when that trend started spreading a few weeks after her launch, and we were so moved that Fearless Girl was becoming a source for broader female empowerment.
LBB> How does it feel personally to have made something that resonated so deeply with women in particular?
TG & LW> In many ways it’s surreal and hard to wrap our heads around. More than anything, we feel grateful that people care about something we so deeply cared about. There is so much content being put out into the world right now - good content - and for people, particularly women, to gravitate towards something we had a hand in is a gift.
LBB> What are your plans for 2018 and what do you hope to achieve?
TG & LW> The same as they were for 2017: Do good work and be kind.