Client: L’Oréal – UNESCO For Women in Science
Title: The Shine Bright Kit
Format: Public Relations/ Experience, Activation
Date: June 2022
Role: Concept, Art Direction, Design
Agency: Created in an Internship at BETC Paris
Credits: Amilcar Silarsah (CW)
Credits: Johannes Mazkour (AD)
Creative Direction: Florence Bellisson
Creative Direction: (Pres. CCO BETC Etoile Rouge)
Creative Direction: Marine Hakim
Creative Direction: (Vice Pres. BETC Etoile Rouge)
Science belongs to little girls.
PROBLEM:
Young women are still a minority in STEM subjects. The gender gap in IT will not be bridged before 2100. And people are not aware of it.
INSIGHT:
Most parents want their daughters to access the same opportunities any man has… yet, gendered toys are still a go-to choice when shopping for little girls. Thing is, boy toys develop engineering while girl toys usually develop nurturing.
IDEA:
L’Oréal creates a beauty wallet that hijacks gendered toy marketing. Inside the girly case, there are toys for building, electrical engineering, and for chemical experiences, so that little girls develop their logical and mathematical intelligence while crafting their own beauty items.
