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m:united//McCann and Microsoft Urge Girls to Stay in STEM to Change the World

Agency launches latest edition of #MakeWhatsNext in time for International Women's Day 2017

m:united//McCann and Microsoft Urge Girls to Stay in STEM to Change the World

For this year’s edition of its #MakeWhatsNext campaign – again linked to International Women’s Day - Microsoft aims to build on the success of its outreach over the past two years and inject a sense of urgency and scale.

In the videos, Microsoft asks girls about the problems they are most passionate about solving, conveys their excitement about what they could achieve – ranging from finding solutions to climate change to curing cancer - and also the harsh reality: without the necessary STEM [Science, Technology, Engineering and Math] skills, they probably won’t solve them.

Currently, only 6.7 percent of U.S. women (and 16 percent of women globally) graduate college with STEM degrees.  The plea to girls? to change the world stay in STEM and #MakeWhatsNext. 

As part of this initiative, Microsoft will introduce new programs and resources on that will help young girls take the next step in making their STEM dreams a reality, including a new experiential tool being launched by Microsoft and LinkedIn to demonstrate how girls can pursue their passions across industries and social causes.

The campaign created by m:united//McCann launched globally on Tuesday, March 7th, just as International Women’s Day started around the world, and will span broadcast, online/digital, events and social media including Facebook, YouTube, Instagram and Twitter, which will have a “First View”, a first for Microsoft and Twitter, and a Twitter Conversation Card to showcase the video and drive conversation.

Creative Agency

Creative Agency: M:united//McCann

Copywriter: David Cappolino

Art Director: Julie Koong, (Social) William Montgomery

Producer: Rebecca Magner

Executive Creative Director: Susan Young

Chief Creative Officer: Sean Bryan, Tom Murphy

Group Account Director: Rosemary Calderone

Executive Producer: Carolyn Johnson

Managing Director: Kevin Nelson

Designer: Kelly Kim

Strategy Director: (Global) Michelle Kiely, Justin Ballheim

Interactive Producer: Charlotte Popper

President: John Dunleavy

Executive Creative Directors: Daniela Vojta

Account Executive: Sam Schmidt, (Social) Ellie Choi

Project Manager: Vinny Tran

Director of Integrated Production: Aaron Kovan

Social Media Copywriter: Elina Rudkovskaya,

Project Director: Stella Warkman

Head of Creative Technology: David Cliff

Head of Interactive Production: Jeremy Adirim

Account Director: (Exec) Tina Galley, Courtney LeBlanc

Production Company

Production Company: Tool of North America

Executive Producer: Brad Johns

Director: JJ Adler

DOP: Laura Merians

Producer: Greg Jones

Partner: Oliver Fuselier


Edit Company: Cosmo Street

Editor: Tessa Davis

Edit Assistant: Josh Berger

Producer: Becca Reil

Executive Producer: Yvette Sears

Post Production / VFX

Post Production Company: Framestore

Colourist: Beau Leon, (Assist) Jonah Braun

3D Artists: Shayne Ryan, Will Frazier

Compositor: Steve Drew

Senior Producer: Karen Czukerberg, Raven Sia

Flame: Raul Ortego

3D Artist: Glory Zheng, Mohamed Echkouna, Sean Curran

Creative Director: Andy Rowan Robinson

3D Artists (cont.): Patrick Ross, Georgios Cherouvim, Georgios Papaioannou, Jacob Slutsky

Head of Production: Sarah Hiddlestone

Designer: Marc Smith, Abram Seaman

VR Producer: (Head) Karl Woolley

Digital Production Company

Creative Technologist: Alicia Foor

Category: Computers , It, phones, Av and computers

Genre: People , VR