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2018 One Show - Public Relations

Unseen Stars

Agency BBDO / New York + ObscuraDigital

Client GE
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OS_PR18041M

About the Work

Women have always played a critical role in STEM (science, technology, engineering and math) fields, but their work is often overlooked. As a STEM leader, GE believes that great female scientists should be treated like stars. Grand Central is known for the constellations painted on its ceiling depicting mythical heroes. We transformed them to show real heroes: women scientists who have made important contributions to the field. For this “Unseen Stars” experience, we created constellations of pioneering female scientists. These were turned into a show that took viewers through outer space to discover these new constellations. We projected this show onto Grand Central’s ceiling, in effect, transforming the space into the world’s largest (and by far its busiest) planetarium. Unseen Stars was part of GE’s “Balance the Equation” initiative, a push to bring more women into the sciences, including the goal of hiring 20,000 female scientists and engineers by 2020.