In honor of International Women’s Day, #NobelForMileva, a global movement created by SunsetDDB Brazil in partnership with the Inspiring Girls NGO, is an initiative to advocate for the role of women in science and technology. The global movement asks the Nobel Foundation in Sweden to recognize the work and talent of Mileva Marić, the Serbian physicist and mathematician who was also the first wife of physicist Albert Einstein, winner of the Nobel Prize in 1921. Marić, was a co-author in many academic achievements of the famous scientist, including the theory of relativity.

Helping to launch the campaign is this video that will be shown on digital platforms with a brief history of Mileva Marić and an invitation for women and people of any gender identity to take selfies sticking their tongues out and then post them on social media, giving new meaning to the gesture that transformed Albert Einstein into a pop icon and representation of a genius.

Thiago Lacorte, creative director at SunsetDDB, said the campaign is an opportunity to do Mileva Marić justice. “It is perplexing to realize that most people have never heard of Mileva and to imagine how many girls did not feel represented in this context. In a historical reckoning, the campaign makes us rethink the way we give voice to women, not only as professional talents, but as agents of scientific and technological transformation.”

Inspiring Girls was created in England in 2016 to broaden the professional horizons of girls, organizing meetings in schools between students aged 10-15 yrs and women who work in management positions and professions seen as “more suitable for males”, particularly in the technology and engineering industries, and careers that are historically dominated by men.

Credits

Client Inspiring Girls Agency SunsetDDB Sergio Mugnaini, chief creative officer; Carlos Fonseca, Guilherme Giacomo, executive creative directors; Thiago Lacorte, creative director/art director; Erick Moneró, creative director/copywriter; Marilu Rodrigues, creative director; Eduardo Pinho, content copywriter; Marcia Aguirre, strategy VP; Felipe Gavronski, strategy director; Julia Aquino, strategy manager; Gabriela Campagnucci, content strategist; Taís Caetano, Giuliano Springhetti, executive producers; Fátima Latorre, Carolina Araújo, producers. Production Company Lemon, THE HUB + Jnto Audio Production Carbono Sound Lab. Animation Consulado

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