This centerpiece spot is part of a Microsoft campaign celebrating all things that are “Women Made” and encouraging young girls to #MakeWhatsNext as the inventors of the future.
Asked to name inventors, girls respond with such iconic names as Edison, Einstein and Tesla. Yet when asked to name women inventors, the same girls could not come up with one. This spot, though, fills in the blanks with generally female innovators who have made significant contributions such as Tabitha Babbitt who made the circular saw, Maria Beasley who invented the life raft, Yvonne Brill who invented satellite propulsion, Ada Lovelace who made the first computer algorithm, and Gertrude Bell Elion who created certain drugs to treat leukemia, HIV and malaria. The young girls are then inspired by this knowledge, hopefully enough to make their own strides in science, technology, engineering and math.
Nanette Burstein of Hungry Man directed this “Women Made” commercial for McCann Worldgroup agency m:united.
Credits
Client Microsoft Agency m:united Sean Bryan, Thomas Murphy, co-chief creative officers; Susan Young, Daniela Vojta, group creative directors; Sarah Menacho, copywriter; Trinh Pham, sr. art director; Kelly Kim, designer; Aaron Kovan, head of integrated production; Meg McCarthy, sr. producer; Rebecca Magner, producer; Roberto Santellana, sr. VP, group creative director Daniel Schultze, UX director; Jaeeun Chung, designer; Flora Kwong, UX specialist; Sean Flannigan, interactive producer. Production Hungry Man Nanette Burstein, director; Nancy Hacohen, exec producer; Julianne Maloney, producer. Postproduction Union Editorial Sloane Klevin, editor; Adriana Machado, assistant editor; Caryn Maclean, exec producer; Lauren Hafner Addison, producer; Kirk Balden, Flame; Yoko Lytle, graphics producer; Chris Bialkowski, graphics creative director; Eric Dalimarta, graphics artist. Post Company 3 Jaime O’Bradovich, transfer. Music JSM Music Joel Simon, chief creative officer/composer; Jeff Fiorello, exec producer; Norm Felker, producer. Music Asche & Spencer Audio Post Heard City Cory Melious, mixer
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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