Today We Rise

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NEW YORK, Today: Ogilvy USA moved fast to produce a simple and powerful ad – edited from raw footage shot around yesterday’s Biden inauguration – for Girl Up, a gender equality outfit from the United Nations Foundation.

Girl Up executive director Melissa Kilby told Adweek: To some women who grew up with trailblazers like Gloria Steinem, Billie Jean King and Angela Davis, Wednesday’s inauguration of Kamala Harris was a miraculous payoff for decades of heavy lifting.

“To kids reared in slightly more progressive times, watching a daughter of Jamaican and Indian immigrants become the country’s 49th vice president was an ultimate see-it-be-it moment. 

“The piece came together within hours of Harris reciting the oath of office.”

Today We Rise captures the history-making event through the eyes of girls—and a few brothers and moms—around the US. With the swearing-in ceremony as the backdrop, the video shows their real-time reactions, varying slightly by generation and ranging from awe and wonder to relief and joy.

“Clocking in at just over a minute, the piece came together within hours of Harris reciting the oath of office to Supreme Court Justice Sonia Sotomayor, the first Latina to serve on the high court.

“A network of photographers and cinematographers, all volunteers, shot the footage in about 30 US households as girls tuned in to the event in Washington, via televisions, iPads and laptops.

“Editing for the project happened immediately, and the short film launched late Wednesday with the tagline When one girl rises, all girls rise.

Ogilvy global ECD Daniel Fisher said: “We decided against writing a script for the spot because we wanted people to experience it through the faces that will shape the future”


Client: Girl Up
Agency: Ogilvy US
Post: Unit Studios London

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