We were tasked by Casio to grow sales of calculators by encouraging more students to take at A-Level maths.
Our research revealed that there was a significant drop off in female STEM participants after GCSE level due to a number of factors, ranging from confidence and representation to the belief that STEM is just boring men in white lab coats. This insight became the nucleus to our response: CASIO EQUALS.
Three hero videos, influencer partnerships, meme content and a dedicated website resource for children, parents and teachers helped us to connect and tell the story. We worked with a musician, a SFX designer and a beauty entrepreneur to show how STEM (and especially maths) is applied in these areas.
We demonstrated our support for the cause by exclusively employing an all-female team to produce the videos.
Results:
8.9M Social reach amongst a very targeted audience
2M Engagements
40K website users
27M Impressions
I worked with designer Sarah Parkinson to create the campaign identity – bringing through the equals mathematical sign to work as the E within a dynamic logotype and a mark for the brand.
We used a colourful gradient and created a series of dynamic patterns from the identity letterforms to ensure a fun, playful and never boring identity that would be used across social
