Cannes Lions

Like yourself

FRED & FARID SHANGHAI, Shanghai / COSMOPOLITAN CHINA / 2016

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Everyday social media tells you to like yourself, love yourself, be proud of yourself.

So isn’t it funny that the number 1 unwritten rule of social media is “never like your own post”.

For the women’s day, Cosmo wanted to put an end to this hypocrisie.

So Cosmo invited all women to post something on social media and just LIKE IT.

That’s all. No fancy tech. No complicated uploads.

Execution

One week before women’s day, we posted a series of three videos adapted to each social media encouraging to post something during the women’s day (a selfie, an article, a “what’s on your mind”) then just like it, like the heck out of it. That simple!

Outcome

Without a single influencer being paid,

practically every single female celebrity in the country took part.

From social media heroines, actresses, to feminist thought leaders.

including Marian Rivera, one of the world's top 20 public figures on Facebook.

ahead of Michelle Obama, and just behind Ellen Degeneres.

This massive participation from highly influential women provoked an equally massive response from women across the nation. For now you can regularly see a Filipino woman like herself on social media.

Similar Campaigns

6 items

PHILIP SEYMOUR HOFFMAN DVD COLLECTION

FUEL LISBON, Lisbon

PHILIP SEYMOUR HOFFMAN DVD COLLECTION

2015, PUBLICO/LEVOIR

(opens in a new tab)