Brand: Brawny
Agency: Cutwater
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
Sr. Account Director: Greer Gonerka
Account Manager: Kaitlin Ramsey
Client Credits:
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
Published: March 2018
Synopsis:
In recognition of Women’s History Month, Georgia-Pacific’s Brawny® Paper Towels is back with the third iteration of its successful #StrengthHasNoGender campaign, created in partnership with its agency of record, Cutwater.
This year, the brand is asking: ‘Who’s your Shero?’, encouraging people to share an inspiring story on social media using the hashtag #StrengthHasNoGender about a female hero who exhibits strength and resilience with the courage to help others. With the assistance of a dozen female comic artists and animators, these inspirational Shero stories will be brought to life through illustrations across the Brawny® digital channels.
In addition, the Brawny® brand has created a series of original films, including the stories of inspiring Sheroes, outlined below. The brand has also partnered with Girls Inc. and will contribute $100,000 in support of its many different programs which inspire young girls to carry out the organization’s mission of being strong, smart and bold. Brawny will also support the initiative by releasing limited-edition products, featuring three different women in place of its brand icon The Brawny Man®.
The women featured in the films include:
Vanessa Casillas – a bricklayer, a Chicago Women in the Trades (CWIT) graduate in the top of her class and a CWIT Board of Directors member who overcame harassment and sexism in a male dominated field
Sarah Herron – Business owner that empowers girls with physical differences to build confidence and self-acceptance through outdoor adventure sports. She was also the first contestant from ABC’s The Bachelor with a physical disability
Rachel Wilson – a Marine Corps veteran discharged after a knee injury, with background in equine assisted therapy, who helps her fellow veterans heal from trauma and overcome internal struggles post-service