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Stereotypes against stereotypes.
Miele on occasion of International Women’s Day 2021.

March 8th is International Women’s Day, a commemoration of the fight for equal rights, not a holiday where you give out mimosa flowers and other gifts. Miele wants to celebrate women and distance itself from stereotypes.

CLIENT

MIELE

SERVICES

Communication Strategy, Social Media
Art direction, Copywriting

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The insight
Some still believe that science and technology are male-exclusive spaces. Actually, the contribution of women in STEM is extraordinary, yet almost overlooked.

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The idea
A campaign that starts with stereotypes to turn them on their head, celebrating women’s technical genius and making the audience reflect on the pervasiveness of gender roles in a surprising way.

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Credits

Executive Creative Director
Francesco Milanesio

Creative Lead
Emanuele De Donno, Riccardo Albertazzi,
Chiara Fissore

Art Director
Andrea Gilardi

Copywriter
Viola Ugazio

Project Manager
Martina Boccardi

Social Media Manager
Anna Negro

JOIN OUR TEAM

We are always searching for new talents and interesting personalities who can help us expand our horizons and improve our team. Check out the open position.

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