Leo Burnett Chicago and ComEd are on a mission to get more young girls involved in science, technology, engineering and math (STEM) with the help of some unlikely learning tools: a set of old refrigerators.
The ComEd Icebox Derby is an initiative that gives teams of young girls a unique opportunity to explore a future in science by turning a fridge into a race car–and then racing them! Thirty Chicago-area girls from ages 13 to 18 were chosen for the six teams that competed in a six-lap race in Daley Plaza, Chicago. For this year, the competition’s curriculum also included solar energy in the cars’ construction as a way to introduce the girls to renewable energy technology.
This is the fourth year Leo Burnett Chicago and ComEd have collaborated on the competition by merging their individual expertise in creativity and technology. The race represents a commitment to finding ways to bridge the gender gap that persists in the STEM fields by providing girls an opportunity to jumpstart that future.
Here’s a short video providing a taste of the 2017 event.
Credits
Client ComEd (electric utility company in Illinois) Agency Leo Burnett Chicago Dan Chodrow, EVP/executive creative director; Jim Stallman, SVP/creative director; Natalia Kowaleczko, design director; George Apfelbach, Ainara Del Valle, associate creative directors; Jesus Alvarez, sr. art director; Tracie Roberson, sr. copywriter; Caroline Ross, sr. designer; Randy Rogers, designer; Juan Woodbury, SVP production; Colleen Capola, producer; Peggy Walter, Alina Carrel, talent; Alec Stern, Weston Pagano, music.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
