#NobelforMileva was created in defense of gender equality and female recognition in science and technology. It is also a global movement to advocate for justice, asking the Nobel Foundation in Sweden to recognize the work and talent of Mileva Marić, the Serbian physicist and mathematician who was also the first wife of physicist Albert Einstein, winner of the Nobel Prize in 1921 (exactly 100 years ago). Mileva was a co-author in many academic achievements of the famous scientist, including the theory of relativity.
One of the actions to launch the campaign is a video on digital platforms with a brief history of Mileva Marić and an invitation for women and people of any gender identity to take selfies sticking their tongues out and then post them on social media, giving new meaning to the gesture that transformed Albert Einstein into a pop icon and representation of a genius. The gesture is the main symbol to represent the fight for equal rights.
In addition to the digital mobilization, the campaign recognizes Mileva’s contribution to science on other fronts, including paintings, graffiti, murals and even tattoos of the face of Albert Einstein’s first spouse, made by artists from different parts of the world. The movement includes bust statues of the scientist with her tongue sticking out, which can be 3D printed to be exhibited in world-class universities.
The movement also relies on the “Milevas of the Future” an animated short film, with the story of three girls who are passionate for science and find in Mileva Marić the necessary encouragement to follow their dreams.
This professional campaign titled '#NobelForMileva' was published in Brazil in April, 2021. It was created for the brand: Inspiring Girls, by ad agency: DDB. This Integrated medium campaign is related to the Public Interest industry and contains 9 media assets. It was submitted almost 3 years ago.
Advertising Agency: SunsetDDB, São Paulo, Brazil
Chief Creative Officer: Sergio Mugnaini
Executive Creative Director: Guilherme Giacomo
Executive Creative Director: Carlos Fonseca
Creative Director: Thiago Lacorte
Creative Director: Erick Moneró
Creative Director: Marilu Rodrigues
Art Director: Thiago Lacorte
Copywriter: Erick Moneró
Content Copywriter: Eduardo Pinho
Strategy VP: Marcia Aguirre
Strategy Manager: Julia Aquino
Content Strategist: Gabriela Campagnucci
Inspiring Girls CEO: Vicky Booth
Ambassador / CEO Brazil: Corinne Giely-Eloi
Projects And Communications Manager: Misha Monaghan
Communications Manager Brazil: Kully Fuerstenau