Gold, Creativity International Awards 2020 | Finalist Award, Communication Arts 61st Advertising Annual Competition 2020 | Winner, Communication Arts Student Showcase 2020 | Gold, ADDY | Feature, Lürzer's International Archive Student Contest 2020
The Client:
Girls Who Code
The Challenge:
Because girls aren’t exposed to STEM-related problem-solving early in life, they are less likely to pursue STEM careers later.
Big Idea:
A step behind now is a mile behind later.
Copywriter: Olivia Gormley | Art Director: Sam Luo
Headline: A Step Behind Now is a Mile Behind Later.
Copy: If girls aren’t introduced to problem-solving activities by age one,, they’re already behind. Girls Who Code believes that if we can nourish girls’ curiosity early on, it can make all the difference later.
Copywriter: Olivia Gormley | Art Director: Sam Luo
Headline: Behind Before She Even Starts.
Copy: Behind a women in STEM is hard. But it’s nearly impossible for those that aren’t introduced to fundamental problem-solving activities early on. Let’s make it impossible for her to fail - all it takes is a solid start.
Copywriter: Olivia Gormley | Art Director: Sam Luo
Headline: A late Start is a Missed Opportunity.
Copy: Every girl starts out curious. But like any skills, it needs to be developed. That’s why it’s so important to get girls problem-solving early. If not, they’re less likely to enter STEM fields later. It’s time to give girls a solid start.
Discover Girl
Traditional toys for girls, but with a twist - each toy is fully constructible.
Copywriter: Olivia Gormley | Art Director: Sam Luo
Front Headline: Do It Herself Doll
Copy: The toy she loves, now with the problem-solving skills she needs.
Back Headline: So She Can Make, And Make Believe.
Back Copy: Toys for boys, like Lego and Erector sets, get them problem-solving early. However, girls’ toys aren’t doing the same. We’re here to change that. Introducing Discover Girl, a line of toys for girls specifically designed to get girls problem-solving while they play. In each box, you’ll find a set of interlocking parts that will become her next favorite toy after construction. With Discover Girl, playtime will finally provide girls with the foundation needed to succeed later in STEM fields.
An outdoor execution
Copywriter: Olivia Gormley | Art Director: Sam Luo
Left Copy: For girls in STEM, it’s a tough climb to the top.
Right Copy: For boys in STEM, it’s an easy ride to the top.