Lauren Greenfield wins EMMY Best TV commercial for #likeagirl

“LikeAGirl” directed by Lauren Greenfield of Chelsea Pictures for Leo Burnett, Toronto, Chicago and London, won the primetime commercial Emmy Award during the Creative Arts Emmy Awards ceremony this evening at the Microsoft Theater in Los Angeles.

The Emmy win is the latest accolade bestowed upon “LikeAGirl.” Earlier in the awards season, the piece earned such honors as Grand Prix distinction at Cannes, Advertising Excellence/Single Commercial Best In Show at the AICP Show, and a pair of AICP Next Awards. The work also garnered Greenfield a DGA Award nomination.

The “#LikeAGirl” social experiment sought out how people of all ages interpret the phrase, “Like a girl.” The video captured negative and positive feedback. Ultimately the initiative took the negative “like a girl” stereotype (you run “like a girl,” throw “like a girl”) and turned it into an empowering movement celebrating the strength and willpower embodied in doing things “like a girl.” The campaign’s centerpiece video has generated a staggering 4.5 billion online impressions worldwide and a broadcast version ran during this year’s Super Bowl.