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    McCann NY, Director Nanette Burstein Team On “She Can STEM” Campaign For Ad Council

    By SHOOTUpdated:No Comments10699 Views

    To encourage girls to pursue their interests in science, technology, engineering and math (STEM), the Ad Council convened an unprecedented coalition of partners, including GE, Google, IBM, Microsoft and Verizon, to launch She Can STEM. 

    Women make up half of the total college-educated workforce in the U.S., but they hold only 25 percent of STEM jobs, according to the U.S. Department of Commerce. Research from the National Science Foundation shows that while approximately 66 percent of girls are interested in science in fourth grade, many lose interest in STEM as early as middle school, and this path continues through high school and college, ultimately leading to an underrepresentation of women in STEM careers.

    This national public service campaign from McCann NY includes television, digital, social and print creative content that showcases the achievements of seven female STEM role models to reinforce the idea that STEM is cool, creative and inspiring to get more girls interested and involved. 

    In this ScreenWork entry, Bonnie Ross, head of the Halo Game Studio at Microsoft, meets and inspires a group of girls. The “She Can STEM” package of PSAs was directed by Nanette Burstein of Hungry Man. Other STEM role models in the campaign include: Lisa Seacat DeLuca, distinguished engineer at IBM; Tiera Fletcher, structural analysis engineer at Boeing; Maya Gupta, research scientist at Google; Danielle Merfeld, chief technology officer at GE Renewable Energy; Nicki Palmer, chief network engineering officer at Veriaon; and Lucianne Walkowicz, astronomer at the Adler Planetarium.

    Credits

    Client The Advertising Council Agency McCann New York Sean Bryan, chief creative officer; Pierre Lipton, EVP, global creative director; Holly Hessler, SVP, group creative director; Lucas Crigler, Hope Nardini, associate creative directors; Jordan Nerison, Christina Hillman, Yung Lee, designers; Nel Sparkman, Zeynep Gungor, jr. designers; Sean Flanigan, digital producer; Mila Mitova, sr. art director; Elina Rudkovskaya, sr. copywriter; Carolyn Johnson, SVP, head of integrated production; Rebecca Magner, producer; Kelly Ramsey, sr. art producer. Production Hungry Man Nanette Burstein, director; Kevin Byrne, managing partner/exec producer; Dan Duffy, producer/director of sales; Mina Jarjoura, exec producer; Julianne Maloney, producer. Editorial Union Editorial NY Sloane Klevin, Christopher Huth, Ryan Stacom, Adriana Machado, editors; Caryn Maclean, exec producer; Lauren Hafner Sheehan, post producer; Kirk Balden, Flame artist. Color Color Collective Alex Bickle, colorist. Music Position Music and Score a Score Audio Post Sonic Union Brian Goodheart, mix engineer.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:Hungry ManMcCann New YorkNanette Burstein



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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