GE worked with agency BBDO to honor women scientists in new campaign

Laser animations of twelve female scientists lit up the famed constellation ceiling of Grand Central Terminal from September 19 to 21 for an event from GE. The campaign is called Unseen Stars and it's part of a broader brand push on GE's part to showcase the contributions of women in the sciences. Created with BBDO New York, the campaign asks the question: What if women scientists were treated like stars?

Spectators were encouraged to photograph themselves with the animated renderings and share to social media, with support from custom geofilters and Facebook frames.

“We wanted to create a new universe for commuters to imagine, one where the uncelebrated are celebrated and the achievements of remarkable women are elevated to new heights,” said Linda Boff, GE’s Chief Marketing Officer.

Honorees included Millie Dresselhaus, the first women to win the National Medal of Science, and Danielle Merfeld and Sudha Maniam, who are GE engineers. Also included were Vera Cooper Rubin, an astronomer, and the first female U.S. Chief Technology Officer, Megan Smith.

GE | BBDO New York


Lead Image: GE

Laser animations of twelve female scientists lit up the famed constellation ceiling of Grand Central Terminal from September 19 to 21 for an event from GE. The campaign is called Unseen Stars and it's part of a broader brand push on GE's part to showcase the contributions of women in the sciences. Created with BBDO New York, the campaign asks the question: What if women scientists were treated like stars?

Spectators were encouraged to photograph themselves with the animated renderings and share to social media, with support from custom geofilters and Facebook frames.