Creativity

The Brawny Man Is a Woman in Georgia-Pacific's International Women's Day Campaign

Effort Proclaims 'Strength Has No Gender'

By Ann-Christine Diaz. Published on Mar 08, 2016

Editor's Pick

Back in September, Georgia-Pacific's Brawny and Cutwater San Francisco re-introduced us to the Brawny Man, a faceless giant who appeared in a series of new ads and on the paper towel's packaging. Now, in honor of International Women's Day, that anonymous gargantuan is a woman -- who appears in a new ad following a series of vignettes that celebrate hard-working ladies in various tough jobs and hobbies--flying planes, building cars, leading protests, scaling mountains and marching in the military.

The digital campaign proclaims #StrengthHasNoGender and also includes four 90-second documentaries that will live on Brawny's social and digital channels.

The films feature two-time Olympic Gold Medalist and WNBA player Swin Cash, who also reports on men's college basketball for CBS Sports; Alvarado Construction Inc. CEO/President and Palo Alto, Inc. Restaurant Company President Linda Alvarado, who also happens to be the first ever Latino owner of a MLB team (the Colorado Rockies); Dr. Valerie Montgomery Rice, the first woman to lead Atlanta, Georgia's Morehouse School of Medicine as president and dean and Maureen Stoecklein, who has been a Michigan firefighter for more than 16 years. At the end of the videos, each woman appears wearing the Brawny Man's signature plaid shirt. And unlike the rest of the campaign, their faces are shown in full glory.

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About

Credits

Date
Mar 08, 2016
Agency:
Cutwater San Francisco
Client:
Brawny
Founder/CCO:
Chuck McBride
Principal/President:
Christian Hughes
EP:
Daniel Tuggle
Associate Content Producer:
Kimberly Lewis
ACD:
Gong Liu
AD:
Mike Butler
Copywriter:
Jay Brockmeier
Copywriter:
Sarah Eade Bengard
Account Director:
Sarah Owens
Senior Account Manager:
Greer Gonerka
Production Company:
Kaboom Productions
EP/Owner:
Lauren Schwartz
Director:
Ricki Stern
Director:
Annie Sundberg
Producer:
Suzanne Umberger
Editorial:
Hustle Co.
Executive Producer:
Daniel Tuggle
Editor:
Naomi Goodman
Editor:
Inome Callahan
Editorial:
Misfit Editorial
EP:
Jim Vaughan
Editor:
Marissa Rosado
Audio:
MSquared
Chief Audio Engineer:
Mark Pitchford
Color:
Color A Gogo
EP:
Kim Salyer
Colorist:
Kent Pritchett
Music Supervision:
Blue Scout Music
Music Supervisor:
Joey Prather

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