Always - The Extra Mile
Advertising that 'celebrates women' often celebrates 'femininity'. We chose to celebrate strength instead; the strength to run an extra mile after a gruelling marathon. It's the perfect metaphor for the struggle for gender equality today.
//Awards: One Show Young Ones - Gold, Clio Sports - Bronze, New York Festivals - Finalist
A womanβs journey against inequality requires superhuman strength and fortitude, the same qualities required to complete a marathon.
In fact, women have been running an extra mile all their lives. At work, they fight against the wage gap and the glass ceiling. In sports, they fight discrimination. Women everywhere fight stereotypes. Which is why, while the marathon is the perfect metaphor for a woman's race to equality, 'The Extra Mile' reflects the real journey. A journey we donβt talk about. With The Extra Mile, Always will start a conversation about where gender equality truly stands today.