Fearless Girl statue scoops One Show awards including CMO Gold Pencil
Fearless Girl has won the inaugural One Show CMO Pencil, awarded to the world’s single most impactful idea on a brand’s business from the past year.
The campaign, created by Wall Street investment firm State Street Global Advisors, placed a bronze statue of a girl staring down New York’s iconic Charging Bull statue as part of the company’s campaign for greater diversity on boards.
Along with the top prize, “Fearless Girl” won Best in Show honours, Best of Discipline in Direct Marketing, nine Gold Pencils, two bronze and four merits. Earlier this week at The One Club’s ADC 97th Annual Awards, the work also won Best in Discipline in Experiential Design, three ADC Gold Cubes, a Bronze Cube and a merit.
The latest awards follow the success of the campaign at the Cannes Advertising Festival last year, which saw Fearless Girl win 18 Lions, including four Grand Prix.
“It’s a tremendous honour to be recognized by my peers with this CMO Pencil award,” said State Street Global Advisors’ Stephen Tisdalle.
“The success of our campaign is really a testament to the courage of State Street Global Advisors’ leadership team in taking a bold stance on the topic of women in leadership. I’m also pleased to accept this award on behalf of my team, who were able to take the powerful idea behind ‘Fearless Girl’ and communicate it in a simple but highly effective way.”
Liz Serotte, vice president of marketing communications at State Street Global Advisors, the investment firm behind ‘Fearless Girl’, will be a keynote speaker at Australia’s biggest media and marketing conference, Mumbrella360 next month.
Serotte will fly in from Boston to explain the innovative thinking that gave rise to the now-iconic campaign, and how the firm measured its business impact.
Tickets for Mumbrella360 are still available, with a variety of options from individual tickets to 10 for seven group discounts for the conference days.
Just mention ‘Fearless Girl’ and lots of/most people would know exactly what you were talking about.
Mention State Street Global Advisors and you would get blank looks.
While, personally I love Fearless Girl, the award was for “the world’s single most impactful idea on a brand’s business from the past year.”
I wonder just how much impact there was on the business if bugger all people know the brand. This feels like it won the award because it was a stonkingly great idea in which the brilliant execution became a global brand in itself, while the client brand remains in the shadows.
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What a perfect case study of the delusions and ivory-towers of the advertising industry. “Fearless Girl” was a cynical ploy by an investment bank to promote itself (yes successful in that) but an investment bank that has no women on its board, and only about 12% women in its senior management. Since it was launched, nothing has changed. Nothing, including the gullibility and self delusion of hipster advertising types who see virtue signalling as more valuable than actual, real change. It is a monument to sanctimonious, phony virtue-signalling, and nothing more.
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Going by daily volume of shares traded it’s clearly not done shit for the ETF – SHE
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Fearless writing. Flying in the face of convention. I like it.
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