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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

Strategy Director: (Global) Michelle Kiely, Justin Ballheim

Social Media Copywriter: Elina Rudkovskaya,

Project Manager: Vinny Tran

Project Director: Stella Warkman

Producer: Rebecca Magner

President: John Dunleavy

Managing Director: Kevin Nelson

Executive Creative Directors: Daniela Vojta

Executive Creative Director: Susan Young

Director of Integrated Production: Aaron Kovan

Designer: Kelly Kim

Creative Agency: M:united//McCann

Copywriter: David Cappolino

Chief Creative Officer: Sean Bryan, Tom Murphy

Art Director: Julie Koong, (Social) William Montgomery

Interactive Producer: Charlotte Popper

Head of Interactive Production: Jeremy Adirim

Head of Creative Technology: David Cliff

Group Account Director: Rosemary Calderone

Executive Producer: Carolyn Johnson

Account Executive: Sam Schmidt, (Social) Ellie Choi

Account Director: (Exec) Tina Galley, Courtney LeBlanc

Digital Production Company

Creative Technologist: Alicia Foor


Producer: Becca Reil

Editor: Tessa Davis

Edit Company: Cosmo Street

Edit Assistant: Josh Berger

Executive Producer: Yvette Sears

Post Production / VFX

Senior Producer: Karen Czukerberg, Raven Sia

Post Production House: Framestore

VR Producer: (Head) Karl Woolley

Designer: Marc Smith, Abram Seaman

Creative Director: Andy Rowan Robinson

Compositor: Steve Drew

Colourist: Beau Leon, (Assist) Jonah Braun

Head of Production: Sarah Hiddlestone

Flame: Raul Ortego

3D Artists: Shayne Ryan, Will Frazier

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

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

Production Company

Production Company: Tool of North America

Producer: Greg Jones

Partner: Oliver Fuselier

DOP: Laura Merians

Director: JJ Adler

Executive Producer: Brad Johns

Category: Computers , It, phones, Av and computers

Genre: People , VR