Problem: Girls do not have a level playing field growing up.
Insight: Girls aren’t exposed to the same STEM opportunities as boys.
Creative Big Idea: “Hacked by Girls”
Execution Ideas: Secretly partner with big brands, allowing middle school girls to hack into their websites. The girls will hack these brands by showing a pair of Converse shoes untying when you're trying to buy them, having a shirt on the Brandy Melville website wink at the customer, and have patterns begin moving on a Billabong backpack.
Copywriter: Jenna Byers
Digital - Converse Website
The user moves their cursor towards the shoe.
As the cursor moves along the laces, the laces begin to come undone.
The laces untie themselves as the user moves their cursor along the shoe
The user can continue to move their cursor down the shoe, and the laces will continue to untie
The copy appears.
Media Response on TikTok
Media Response on Entertainment Weekly
Media Response on the Today Show
Reveal on Instagram
Reveal on Website
Media Response to Girls Who Code Partnership Reveal
Digital - Brandy Melville Website
The user moves their cursor over the image
The graphic on the shirt appears to wink at the user.
When moving cursor over other eye, the graphic on the shirt appears to wink at the user.
The copy appears.
Digital - Billabong Website
The user moves their cursor over the backpack.
When the cursor hovers over the backpack, the pattern on the backpack moves.
The backpack unzips itself.
The copy comes out of the open backpack.
