The Fearless Girl Phenomenon. A non-traditional advertising concept that even the Ad Contrarian would have to applaud.

State Street Capital commissioned McCann Erickson, New York to create a campaign to celebrate their innovative Index fund which comprises gender-diverse companies that have a higher percentage of women among their senior leadership.

That in itself is a great idea.

But the idea was even greater.  It’s not really advertising, it’s not really PR.

It’s a bronze statue of a fearless Girl staring down the world famous “Wall Street Bull” in Manhattan’s financial district.

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It was intended to be in place for one week only to coincide with International Women’s Day on 8 March 2017 but remains in place after public demand.  Indeed Mayor Bill di Blasio commissioned its residence as part of the city’s transportation art program [sic]. Many want it to become permanent.

Rather than me run through the PHENOMENAL stats on its success, watch this video.

Bravo!

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