We told the story of a woman engineer—from the encouragement they experience in school to the microagressions of the workplace —to show that Shell understands them and stands with them in working to close the gender gap in engineering.
Shell is one of the world’s largest companies, so publishing work as controversial as this in markets around the world is a real challenge. We focused on the real stories we heard in first-person interviews with dozens of women engineers around the world. We told their stories and repeated their quotes to authentically represent their point of view and articulate Shell’s support.
After the first, serious phase we launched a more light-hearted phase referencing the memes we saw women engineers share so much on Reddit. Again we focused on the real stories to maintain that authenticity and honesty, so we could publish the work. We wanted to know what the most effective way to talk to this audience was and we applied those results to the next phase.
Agency \\ VaynerMedia London
VP, Group Creative Director \\ Ryan Murphy
Associate Creative Director \\ Jules Dixon
Senior Copywriter \\ Emma Casntagno
Art Director \\ Matthew Markham
Art Director \\ Fatima Nota
Copywriter \\ Lucy Everett
Editor + Motion Designer \\ Leon Kesko
Director \\ Jennifer Sheridan