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
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.
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.
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
CONTACT
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