Title | OLAY #STEMTHEGAP |
Brand | OLAY |
Product / Service | OLAY |
Category | E01. Branded Content & Entertainment Film |
Entrant | LEO BURNETT SINGAPORE, SINGAPORE |
Idea Creation | LEO BURNETT SINGAPORE, SINGAPORE |
Production | OINK FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Ajay Vikram | Publicis PGONE | Chief Creative Officer |
Vaishnav Balasubramaniam | Leo Burnett | Creative Director (copy) |
Bruno Andrade | Leo Burnett | Associate Creative Director (ART) |
Donatien Souriau | Publicis PGONE | Executive Vice President |
Ali Rezgui | Publicis PGONE | Strategy Lead |
Nazlan Nazarudin | Publicis | nazlan.nazarudin@publicis.com.sg |
Khatkhannag Chavalitsakulchai | Saatchi | Regional Account Director |
Sylvie Kinn | Leo Burnett | Art |
Macky Mina | Leo Burnette | Copy |
Shirliealexis Tay | Publicis PG ONE Singapore | Executive Producer |
Shirsha Guha Thakurta | Oink Films | Director |
Kartik Vijay | Oink Films | DOP |
Ramya Rao | Oink Films | Executive Producer |
We created a hard-hitting film that showcases different scenarios across the country, in different languages, where girls who show an interest in STEM are on the receiving end of the bias. It poignantly narrates examples of a girl who is told to not do a task only because her clothes might get dirty, a teacher assuming that a science project was done by a male peer, or a young girl encouraged to dress up as a princess rather than her preference of a robot. We witness the children discouraged only because they areā¦ girls. Through this film, we made young women in India the centre of change to end gender inequality in the fields of STEM (Science, Technology, Engineering and Mathematics) by shining a mirror on people (especially those close to them) that propagate gender biases and stereotypes down generations.
We shot the film across the length and breadth of the country, featuring multiple Indian languages, telling the stories of 6 young women from differing economic and cultural backgrounds. This is because cultural barriers and stereotypical gender roles, where Indian women are often stereotyped as caregivers or homemakers, are spread across India - A culturally, linguistically, and religiously diverse nation. Part of the reason why Indian women make up only 14% of the workforce in STEM (Science, Technology, Engineering, and Math).