2022 Winners & Shortlists


Short List
CategoryUse of Technology
Production 2 STUDIO NUTS Rio De Janeiro, BRAZIL
Additional Company D&F LABS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for PR?

The UAE has a vision to be among the world's top 25 countries for gender equality and Womanity is committed to its realization. With almost zero media budget, brought to life through a mix of owned and earned media, the content Womanity created was able to deliver a transformational experience to the viewers who engaged with it. Our campaign spread like wildfire. Many publications from the region as well as the global press covered this topic with over 1,600,000 $ of earned media coverage - though the campaign has recently launched.


Womanity’s mission is to accelerate gender equality through innovative investments, a promise to improve people’s lives through equal opportunity. With an action oriented approach, womanity champions equality and inclusion around the world, with initiatives that present measurable impact. The problem is gender equality has also become the go-to CSR initiative in every industry. Hence, Womanity has to make a significant effort, in order to keep the gender equality conversation focused on fundamentals, and save it from getting stereotyped. Women make up only 28% of the workforce in science, technology, engineering and math (STEM), and men vastly outnumber women majoring in most STEM fields in college. The gender gaps are particularly high in some of the fastest-growing and highest-paid jobs of the future, like computer science and engineering. The objective here was to raise awareness on major gender gaps with a focus on scientific fields.

Describe the creative idea (20% of vote)

One of the key metrics for measuring gender gaps is education and how far are women acknowledged for their academic achievements. We decided to showcase the most recognizable gap of all. The highest recognition any academic could ever receive: the Nobel Prize. There are 6 female scientists who deserved to win a Nobel Prize for their significant work but were unjustly written out of history. Recognition withheld is recognition denied. Today, Womanity turns the dead into laureates by enabling them to finally give their acceptance speech. Highlighting this gender gap in a creative way, would make the case for closing the gap stronger, and encourage practices that are effective at making an impact. On the occasion of the United Nations’ International Day of Women and Girls in Science, Womanity used technology to bring these forgotten female scientists back to life and create their very ‘Noble’, not Nobel, speeches.

Describe the PR strategy (30% of vote)

In the early 1950s, Dr. Esther Lederberg - for example - was part of a team of scientists who pioneered microbial genetics. Despite her substantial contributions to the field of microbiology, the subsequent 1958 Nobel Prize was only awarded to her male counterpart. She died in 2006. Furthermore, Austrian physicist Dr. Lise Meitner led the team that discovered nuclear fission. Heralded by Albert Einstein as the Marie Curie of the German-speaking world, Dr. Meitner was excluded from the Nobel Prize awarded in 1944 for the discovery; an omission she considered the most irredeemable sorrow of her life. She died in 1968. Besides Dr. Lederberg and Dr. Meitner, four more women - Frieda Robscheit-Robbins (pathologist); Marietta Blau (physicist); Chien-Shiung Wu (physicist) and Jocelyn Bell Burnell (astrophysicist) - were also denied the Nobel Prize due to their gender. They are featured in the 2017 book "The Matilda Effect" by Ellie Irving.

Describe the PR execution (20% of vote)

Womanity decided to give these 6 female scientists their much deserved, yet long overdue opportunity to give their laureate speech, that was never written or delivered when it was due. Using real quotes collected from an extensive research of press articles and academic work; and analysis of previous Nobel Prize ceremonies, we created their “Nobel Speeches”. We analyzed dozens of previous Nobel Prize award ceremonies, to ensure that the created scenography looked as authentic as possible. Then, by using a Taylor-made algorithm for face replacement, we generated “Noble Speeches” content as they would have been delivered. Brought to life through a mix of owned and earned media, the content delivered a transformational experience to the viewers who engaged with it.

List the results (30% of vote)

2021 is a year when none of the Nobel Prizes in Science went to women - widening the gender gap. Fewer than three percent of Nobel science winners are women, and only one woman of color has ever received the award. Our campaign spread like wildfire. Many publications from the region as well as the global press covered this topic with over 1,600,000 $ of earned media coverage - though the campaign has recently launched. For Womanity, the media coverage helps to put the public’s focus on this problem and to drive change. Even better, talking about historical women that were deserving of winning the Nobel inspired young girls to also make a difference by pursuing a scientific career. The comments from girls who had been exposed to the campaign on our social channels were overwhelmingly positive showing it can take little to inspire them to join the field of science.


Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Joe Lahham TBWA\RAAD Managing Director
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Alex Pineda TBWA\RAAD Executive Creative Director
Jim Robbins TBWA\RAAD Executive Creative Director
Dan Leach Eleven PR PR Consumer Director
Maian Alken TBWA\RAAD Associate Creative Director/Copywriter
Hugo Agostinho TBWA\RAAD Art Director
Camilo Alzate TBWA\RAAD Designer
Julian Perico TBWA\RAAD Senior Art Director
Camilo Rojas TBWA\RAAD Motion Designer
Zeina Abuzaid TBWA\RAAD Motion Designer
Mehwish Rafi TBWA\RAAD Strategy
Reem Shamoun Eleven PR Senior PR Account Manager
Romy Abdelnour TBWA\RAAD PR & Communications
Zain Mir TBWA\RAAD Developer
Hasan Al Iessa TBWA\RAAD Community Manager
Marianne Sargi TBWA\RAAD Head of Production
Nelly Chahwan TBWA\RAAD Producer
Sarah Arslan TBWA\RAAD Producer
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
Lucy Eldred - Proofreader and Copy Editor
Tanseer Saji D&F Labs Machine Learning Lead
Simon Allen - Compositor
Richard Baker D&F Labs Image Generator
Aeyaz Hassan - Cameraman
Shamsher Walia D&F Labs Head of Innovation
Valeria Lima Studio Nuts Production
Tico Moraes Studio Nuts Production
Cristiano Porfirio Studio Nuts Production
Thiago Storino Studio Nuts Retoucher
Janaína Villas-Bôas Studio Nuts Production
Letícia Costa Studio Nuts Project Manager
Marco Nogueira Studio Nuts CGI Artist
Ricardo Neto Studio Nuts CGI Artist
João Figueiras Studio Nuts 3D Animation
Kim Mendonça Studio Nuts Animation Look Dev, Rendering and Post-Production
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