Brief Explanation

A soldier clad in full military gear enters a dilapidated building seeking to secure the building. Dripping in sweat, he carefully scans the room for any occupants. However, a terrorist discovers his presence and aims and loads his rifle, firing at the soldier who is unable to react. The bullet slowly cuts across the room as the soldier looks on helplessly and out from nowhere, a woman in a white lab coat runs towards the soldier intercepting the incoming bullet. A super appears: 'It takes a woman to keep him from harm's way'. As they lay on the ground, the lady disappears, and the soldier is relieved to discover that the bulletproof vest he is wearing has saved his life. Another super appears: 'Bulletproof vest. Invented by Stephanie Kwolek. Just one of many inventions by women for a better world.' SUTD was tasked to increase its female intake of 15% to 40% in its 2012 admission exercise. The problem is that most women view a career in engineering and technology to be unglamorous and tough. A job more suited for men. Instead of an ad showing women in comfortable surroundings, we decided to inspire likely candidates by showcasing a few of the many wonderful inventions by women. The result is a campaign which not only helped change the negative perceptions of women in Technology but also increase its female intake to 45%, surpassing its original target. The TV spot won two Markies and was shortlisted at Clios and Spikes Asia.