Leo Burnett Chicago motivates girls to participate in the ComEd Icebox Derby in a special solar energy edition

Leo Burnett Chicago creative team, made up solely of women, developed a campaign to motivate girls and young women to participate in the ComEd Icebox Derby, in the aim to encourage the preparation of women in the fields of science, technology, engineering and mathematics. The competition of vehicles made with scrap is an emblematic encounter of the closing of summer in Chicago. For this edition, ComEd decided that solar energy, together with female inclusion would be the topics. “This year´s program was bigger and more brilliant than ever because it was a solar energy edition” stated Debbie Mudd, Creative Director at Leo Burnett Chicago, leader of the initiative. The girls added solar energy panels to their cars, built with old refrigerator parts. “These girls are so impressive, and not to mention incredibly smart. It was also very heartwarming to see how close they’ve all grown as friends throughout these last few weeks” added Emily Wilhelm, the team´s Art Director. With the hashtag #HelpGirlsShine, Leo Burnett boosted the job of these young girls, in alliance with the city’s Science and Industry Museum and several organizations specialized in technology.For Anna Jacobs, the team’s senior copywriter, it was a great experience. “You write all of these lines about girl power and tell all of these young girls that they can do anything they put their minds to. Then, you look up and see yourself working with the women you’re writing and talking about. That’s pretty powerful.”