Fearless girl sculpture from McCann opposes New York's Charging Bull for International Women's Day.
McCann New York has placed a piece of branded art in Lower Manhattan for its client State Street Global Advisors (SSGA), an investment company, to coincide with International Women's Day.
The stunt is meant to symbolise the power of women in leadership, as part of SSGA's larger campaign which draws attention to the findings that companies with women in top positions perform better financially.
The 'Fearless Girl' sculpture, created by artists Kristen Visbal, has been propped up directly opposite the famous 'Charging Bull'. Fearless Girl is a guerilla art project, much like the bull itself, which was also installed without permission in 1989 and still remains in the same site today.
Unlike the bull, Fearless Girl will only last for a week.
The campaign also calls on more than 3,500 companies who work with SSGA to increase the number of women in their corporate boards.
SSGA chief executive officer Ron O'Hanley hopes that the sculpture speaks to larger issues in the corporate world surrounding equality.
“A key contributor to effective independent board leadership is diversity of thought, which requires directors with different skills, backgrounds and expertise” says O'Hanley.
“Today, we are calling on companies to take concrete steps to increase gender diversity.”