ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2018 ADC Awards - Experiential Design

Fearless Girl

Agency McCann / New York

Client State Street Global Advisors
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Annual ID

ADC_EXP18026M

About the Work

More than ever, the world needed a reminder that women deserve an equal place. That they are not to be ignored or silenced. Fearless Girl did just that. She was designed to promote State Street Global Advisor’s SHE fund: an investment fund for companies with more women in leadership. But Fearless Girl did more than get people to invest in this fund. She lived beyond advertising -- the young girl, standing up to Wall Street’s iconic, overwhelmingly masculine, Charging Bull. Instantly, Fearless Girl became a symbol of female empowerment, the icon of International Women’s Day, and a piece of powerful city art. On social media, people across the world emulated her stance as an expression of personal empowerment. Today, Fearless Girl continues to show investors, politicians, celebrities, and, most importantly, millions of fearless women and girls alike that women are not to be bullied--now, or ever.