Fearless Cow? The Best Ad of 2017 Started Out Quite Differently

An early concept had a bovine theme

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

The big question regarding “Fearless Girl” at this month’s Cannes Lions festival is not whether it will win any top awards but how many. The work has become so famous that even its detractors and their papier-mâché pugs have earned 15 minutes in the spotlight.

But one early idea for the sculpture would have been better suited to chewing cud and emitting methane than staring down the patriarchy.

According to documents recently uncovered by way of a Freedom of Information Law (FOIL) request, State Street Global Advisors and its agency, McCann New York, originally pitched the idea of a bronze cow to New York City Mayor Bill de Blasio’s Office of Citywide Event Coordination and Management.

“A financial services company … that has Mutual Funds is developing and looking to launch a fund that will be exclusively comprised of women-owned or women run companies,” wrote Stuart Weissman, CEO of experiential marketing firm SWPnyc, in the initial email under a “proposal for a new...

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in