Orange

Le Quatre
2024

Context : Orange aims to inspire more women to pursue engineering careers, as they currently make up only 30% of engineering students. This gender gap starts in high school, with a significant underrepresentation of girls in STEM subjects.

Idea : Shock high school girls by confronting them with this absurd percentage.

Implementation : Remove 70% of the girls from their first year of highschool class picture.

How it works :

Time 1 : Partner with a school photographer to capture class photos in schools.

Time 2 : The photographer will retouch the photos with Orange's graphic elements to obscure the girls.

Time 3 : With the schools' approval, students and their parents will receive these altered photos.

Time 4 : A few days later, students will receive the original photos, allowing time for a reaction to the exclusion.

Time 5 : A video case study of the operation will be shared on the brand's social media channels.