Campaign details

Client: State Street Global Advisors
Agency: McCann New York
Country: US

Campaign Summary

State Street Global Advisors (SSGA), the world's third largest asset manager, along with its agency McCann New York, caused an overnight sensation with the sudden, surprise appearance of "Fearless Girl," a bronze statue of a defiant girl strategically positioned in front of Wall Street's iconic Charging Bull as part of its new campaign to pressure companies to add more women to their boards.

The statue by artist Kristen Visbal, depicting a new symbol of women and leadership, appeared overnight in Bowling Green Park, on the cusp of International Women's Day.

Fearless Girl became an instant tourist attraction, mobbed day and night by crowds charmed by the girl's confident and defiant pose, and the favorite selfie location in Manhattan.

As a unique piece of breakthrough advertising in a category – finance – that doesn't see many of them, State Street pledged it would vote against boards if a company failed to take steps to increase its number of members who are women.