The story behind the campaign


Investment firm, State Street Global Advisors (SSGA), wanted to make a statement: companies with strong female leadership performed better than their male-led counterparts. To allow investors to leverage this fact, they developed “SHE” – the first ETF comprised of corporations with the highest percentages of women in leadership positions. Now, we needed to craft a bold message to draw attention to, and ignite conversation about, just how essential women in leadership positions are. We needed to change the perception of what strength looks like in a historically masculine industry. And we did. With one Fearless Girl.

Creative concept

On the eve of International Women’s Day 2017, we challenged the symbol of corporate America – Wall Street's Charging Bull – with a new symbol of power: a bronze statue of a young girl, appropriately named “Fearless Girl.” Fearless Girl was designed to represent the power of women today and tomorrow. Hands on hips, chin high, she stands strong in a place the business community – and the world – couldn't ignore.

Creative execution