Leo Burnett vet A.J. Hassan, who helped spearhead the gender-challenging "#LikeAGirl" campaign, is joining R/GA Chicago as an executive creative director.
Aside from that award-winning pitch for Always, Hassan, who worked at Leo Burnett for 17 years, is also associated with other purpose-driven pitches like #EqualDreams for Esurance in advance of the Supreme Court ruling on marriage equality, and the "Mean Stinks" anti-bullying campaign for Secret.
But it may be "#LikeAGirl," for which she is best known. The campaign sets out to redefine the phrase "like a girl" into an expression of strength. It has garnered more than 90 million views worldwide and earned a D&AD Black Pencil, 14 Cannes Lions, including a Grand Prix, Glass Lion and Titanium, and an Emmy Award for Outstanding Commercial.
At R/GA's 5-year-old Chicago office, she'll work closely with Dinesh Goburdhun, ecd, experience design, who joined the Interpublic agency last year. Before Leo Burnett, Hassan worked as a copywriter at Draftfcb and Frankel & Co.