上周，三月七日，麥肯紐約趁著夜色悄悄將“無畏的小女孩”樹立在了華爾街銅牛的對面。這個昂首挺胸，斗志昂揚的“小不點”，跨越年齡與種族，象征著女性的勇氣和無畏精神。
如果你還不知道，可以看看這個：
這個勇敢的小女孩，旨在象征女性領導力的精神，由藝術家Kristen Visbal制作。Kristen說：“這是與每一位女性息息相關的雕塑。銅牛就像生活中的諸多問題，我們需要堅定立場，堅持自己的觀點，然后解決它。”
在這個傳統中以男性為主導的金融街上，在這個龐大雄壯的銅牛面前，小女孩的身影顯得十分渺小。但女性就是這樣，她們往往能從柔弱的身軀中迸發出極大的力量。小女孩獲得紐約市政府批準，將在華爾街駐留為期一周的時間。到今天為止，她已經呆了五天了。
那么，反響如何呢？
FastCompany：媒體黃金效應
上周五，美國權威創意雜志快公司在網站上公布了他們心目中Top5的婦女節營銷活動，無畏的女孩榮登第一。麥肯為微軟所做的作品也上榜了。
但她不僅僅在廣告界收獲好評，美國國家公共電臺、紐約時報、NBC（美國廣播公司）、CNN（美國有線電視新聞網絡）……到處都是，大量的社會媒體也對此進行了報道與關注。
圖源：紐約時報
人們有多喜歡她？
對于投資者來說，ESG（環境、社會和管理）是會影響決策的重要非財務因素。此次道富環球與麥肯紐約的創意，不僅是理性的訴求，也是富有趣味的感性。
無畏的女孩成功地激發了大眾的情感、辯論，成為了更廣泛的文化對話的一部分。
人們有多喜歡她？看看照片就知道。
來源：Instagram用戶 nyclive
對此，ADWEEK采訪了麥肯主創團隊的資深文案Tali Gumbiner和資深藝術總監Lizzie Wilson，聊一聊背后的故事。
Q1：首先要祝賀你們！你們之前有預期到這么棒的反響嗎？
Tali：當我們第一次萌發創意，就感覺到了她的魔力。但是制作的艱難、辦公室漫長的黑夜，讓我們逐漸覺得前途未卜。所以當她正式亮相時，我們都有點迷茫，深感責任重大，不知道這個城市對這個小女孩的出現會有什么反應。我們完全沒想到反響會這么熱烈。
來源：Instagram用戶 natalieerachel
Q2：你覺得她如此吸引人的原因是什么？
Lizzie：我覺得這跟“孩子”有關。當你看到她時，你也看到了你的孩子。從她的身上，能看到你的未來，也看到你的過去。
Tali：我們與道富環球討論了很長時間，他們提供了很多寶貴意見。當然，時間契機也是很關鍵的因素，國際婦女節更能引發大家的感情共鳴。
Q3：為什么會選用一個雕塑的方式來呈現？
Tali：道富環球與我們分享了一份資料，他們有一個名為SHE的交易所投資基金，只投資于女性有領導地位的公司；而且他們研究發現，女性高層能帶來更好的財務回報。所以，我們有了這樣一個機會，不只是提倡女性的領導力，而是需要改變那些成功企業的想法。非常具有挑戰，但是也非常酷。
華爾街作為傳統男性領導力的領域，人們下意識或者有意識地認為：金融公司的骨干就應該是男性。我們要找到一種方法讓人們重新思考，只做平面或者視頻就太浪費了。
我們如何能以一種“破壞性的”、從沒人做過的方式呈現呢？華爾街銅牛，是權力的象征，但它也是男性的象征，人們排隊就為了摸它的私密部位，這一點卻無人提及。所以，女孩來了。
來源：Instagram用戶 fox5ny
Q4：整個制作周期用了多長時間？
Tali：通常制作這樣的東西需要一年多，但我們去年12月才剛剛出了brief。感謝我們英勇的雕塑家Kristen Visbal和制作團隊，和他們無數個通宵。
Lizzie：用青銅澆筑的程序，其實和古羅馬時期沒有什么差別，需要花幾個月時間，所以他們一直在通宵，簡直要瘋了。雕塑家Kristen是我們勇氣的源泉。
來源：Instagram用戶 mhermannphoto
“無畏的女孩”引發了紐約市民的熱烈反響，團隊也接到了許多政界和好萊塢名流的電話。女孩在華爾街駐留時間延長至4月2日，而讓她永久留在華爾街的呼聲仍然十分高漲。讓我們再次感謝麥肯紐約團隊的杰作。
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