In what we think is one of the best experiential campaigns in a long time advertising agency McCann New York — put a bronze statue of a defiant girl in front of Wall Street’s iconic charging bull statue. What has made this so special is the media attention that it has received. This was installed 3 months ago and the advertising, marketing, news world are still talking about it.
The sculpture, created by artist Kristen Visbal was a way for State Street to call attention to the lack of gender diversity in boardrooms, and of course, to itself. But even State Street couldn’t have predicted how big a viral sensation it became. Installed on the eve of International Women’s Day, the bronze statue was soon trending all over social media and was quickly hailed as a symbol of female empowerment. It highlights the power of social media and how photos really can make a campaign go viral.
It clearly worked, as 3 months later we are still all talking about it. Not to mention, Fearless Girl just swept up at the Cannes Lions, picking up the Grand Prix in the Glass, PR and Outdoor Lions categories at advertising’s biggest annual festival.
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