GE |
BALANCE
THE EQUATION

GE is committed to increasing the number of women employed in science and technology by the Year 2020. To show this, we created a platform to celebrate the uncelebrated - the female scientists and engineers of the past and present who changed our world in such profound ways. We called it Balance The Equation, and we showcased these brilliant women by creating a film where we celebrated the life and achievements of a single female scientist, Millie Dresselhaus. In it, we imagined a world that looked up to her in the same way we look up to other, perhaps less-deserving, celebrities. It's worth noting that the director, cinematographer and editor were female, as part of BBDO's Free the Bid initiative. 

Next, we create a massive video projection called "Unseen Stars" where we projected the images of great (under-appreciated) female scientists from the past and present onto the ceiling of the largest public constellation in the U.S. - Grand Central Station.