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2018 ADC Awards - Advertising

Unseen Stars

Agency BBDO / New York + ObscuraDigital

Client GE
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Annual ID

ADC_ADV18088M

About the Work

Women in science are often overlooked and underrepresented. As a STEM leader, GE believes great female scientists should be treated like stars. To do this, we took over one of New York City’s busiest transportation hubs: Grand Central. Grand Central is known for the constellations painted on its ceiling depicting mythical heroes. We transformed them to show real heroes: women scientists. For this “Unseen Stars” experience, we created constellations of female scientists and projection mapped them onto Grand Central’s ceiling (the first to do so), taking viewers on a journey to discover these constellations. In effect, we transformed the space into the world’s largest (and busiest) planetarium. This project was part of GE’s “Balance the Equation” initiative, their goal of hiring 20,000 female scientists and engineers by 2020. GE’s careers page saw a 10% increase in traffic. In 2017, the number of women GE hired rose dramatically by 6%.