Title	MUSEUM OF TECHNOLOGY - IN THE SHADOW OF MEN
Brand	MUSEUM OF TECHNOLOGY VIENNA
Product/Service	SPECIAL GUIDED TOUR ABOUT WOMAN IN SCIENCE
Category	B04. Use of Print or Outdoor
Entrant	WIEN NORD Vienna, AUSTRIA
Idea Creation	WIEN NORD Vienna, AUSTRIA

Name	Company	Position
Bernd Wilfinger	WIEN NORD Werbeagentur GmbH	Creative Director
Edmund Hochleitner	WIEN NORD Werbeagentur GmbH	Creative Director
Georg Rernboeck	WIEN NORD Werbeagentur GmbH	Art Director
Judith Kroisleitner	WIEN NORD Werbeagentur GmbH	Illustrator
Judith Kroisleitner	WIEN NORD Werbeagentur GmbH	Illustrator
Leopold Kreczy	WIEN NORD Werbeagentur GmbH	Copywriter
Philip Jaecklein	WIEN NORD Werbeagentur GmbH	Agency Producer
Philipp Schoenauer	Philipp Schoenauer	Photographer
Stella Biehal-Vidmar	WIEN NORD Werbeagentur GmbH	Account Director
Philipp Dohnal	WIEN NORD Werbeagentur GmbH	Account Manager
Markus Mazuran	WIEN NORD Werbeagentur GmbH	Account Executive
Barbara Pandey	Museum of Technology Vienna	Marketing Director
Hermann Tragner	Museum of Technology Vienna	Marketing Manager

The Campaign

In the shadow of men: On March 8th 2017, the International Women’s Day, we demonstrated that achievements of women in science often were not honoured, while their male collegues have been awarded with prizes like the Nobel Prize, as Otto E. Hahn in 1945. Therefore, simple paper has been folded and fixed into a standard street poster site. Due to the installed light, the paper casts a shadow showing a woman’s profile. A little tear in the paper shapes the eyelashes and emphasizes the femininity of the face.

Campaign Success

Simple paper has been folded and fixed into a standard street poster site on Vienna’s highly frequented Ringstrasse boulevard. Due to the installed light, the paper casts a shadow showing a woman’s profile. A little tear in the paper shapes the eyelashes and emphasizes the femininity of the face. (Headline:) In 1945 Otto E. Hahn was awarded the Nobel Prize in chemistry. Lise Meitner was not even mentioned. (Subline) In the shadow of men: women in science. Special guided tour on International Women's Day. March 8th 2017, 4 p.m.

Describe the success of the promotion with both client and consumer including some quantifiable results

8,735 visitors of all events in total (= +2.4% to 2016), including this Special Guided Tour on International Women's Day.

Explain why the method of promotion was most relevant to the product or service

In the shadow of men is a unique promotional idea cleverly utilizing light and shadow to capture the attention of people passing by. The street poster encourages potential visitors to attend the special guided tour of the museum and literally “throws light” on this undervalued topic.

Visitors of all ages should be invited to discover and experience the different fields of women in science. With the challenge of limited budgets and the use of outdoor only the key insight of the deprivation of recognition and respect of women in science has been translated into an unique media placement using a standard street poster site.

English Translation of Main Headlines

In 1945 Otto E. Hahn was awarded the Nobel Prize in chemistry. Lise Meitner was not even mentioned. (Subline) In the shadow of men: women in science. Special guided tour on International Women's Day. March 8th 2017, 4 p.m. SITUATION Women in science have far too often been deprived of their recognition. To put their achievements into the spotlight, the Museum of Technology Vienna dedicated a special guided tour to these women on March 8th 2017, the International Women’s Day. IDEA Simple paper has been folded and fixed into a street poster site. Due to the installed light, the paper casts a shadow showing a woman’s profile. A little tear in the paper shapes the eyelashes and emphasizes the femininity of the face.