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Unseen Stars

basics
Industry: Professional & Public services
Media:Ambient & Interactive
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Women make up 47% of the workforce but only account for 14% of engineers—and even the work of these women often goes unrecognized. Only two women have won the Nobel Prize in Physics, with the most recent awarded over 50 years ago. GE believes that great female scientists should be treated like stars. So they launched their Balance the Equation initiative—a push to hire, promote and retain more women in science and technology, including the goal of hiring 20,000 female scientists and engineers by 2020. GE also wanted to honor the work of women in STEM fields and inspire young girls to follow in their footsteps.
Strategy
Our target audiences included the general public (to create awareness about the underrepresentation of women in STEM fields), female scientists (to show that GE appreciates their efforts and is actively recruiting women) and young girls (to inspire them to follow in the footsteps of great female scientists). We wanted Unseen Stars to feel organic, and for commuters and tourists to discover it as they were passing through. For people who couldn’t experience Unseen Stars in person, the show also lived as a YouTube 360 video and ran on GE’s Facebook channel as a Live 360 video. No one had attempted to projection map the ceiling of Grand Central before. So we partnered with a company with industry-wide recognition that had extensive experience projection mapping other historic and complex venues to bring Unseen Stars to life.
Relevancy
Women in STEM (science, technology, engineering and math) are often overlooked. STEM leader GE is concerned about women’s lack of representation in science. So we created Unseen Stars as part of GE’s Balance the Equation initiative—a push to hire and promote more women in the sciences, including the goal of hiring 20,000 female scientists and engineers by 2020. Unseen Stars created an immersive brand experience on a massive scale, transforming an iconic landmark—Grand Central—into the world’s biggest (and busiest) planetarium. From the physical to the 360-live experience, Unseen Stars connected with millions of people across multiple touchpoints.
Outcome
Unseen Stars had over 300 million total impressions and received an estimated 2.3 million views in person—that’s more than Manhattan’s entire population—all for an event that only ran four days. As a result of the campaign, GE’s careers page saw a 10% increase in traffic and, in 2017, the number of women hired by GE rose an impressive 6%. People shared the show, sparking a conversation about the next steps to take in order to #BalanceTheEquation. The show lived on across multiple digital channels, aggregating 1.5 million views in the following weeks, and was picked up by outlets like NBC, ABC, Forbes and Teen Vogue.
Execution
From September 19 to 22, we transformed Grand Central into an immersive experience that took viewers on a voyage through the universe. Tourists, commuters and families sat on the floor and gazed up at the 51,836-square-foot ceiling to learn more about these new constellations depicting brilliant women scientists. People shared the show, prompting a conversation about women in STEM across news and social channels. Unseen Stars had over 300 million total impressions and received an estimated 2.3 million views in person—that’s more than Manhattan’s entire population—all for an event that only ran four days.
CampaignDescription
Women in science are often overlooked, with credit for their discoveries sometimes going to their male colleagues. 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 to look up to. For this “Unseen Stars” experience, we created constellations of pioneering female scientists as part of a show that took viewers through outer space to discover these new constellations. We projection mapped this onto Grand Central’s ceiling—the first to do so. The show was accompanied by a narrative that took people on a journey where they learned more about each woman’s contributions to the sciences. In effect, we transformed Grand Central into one of the world’s largest (and by far its busiest) planetarium.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Brand Experience & Activation
Sectors > Corporate Social Responsibility (CSR) / Corporate Image
Clio Awards 2018
Shortlist Branded Entertainment
Events/Experiential
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