In February, GE announced its #BalancetheEquation initiative to grow its workforce of professional women in science and engineering roles. But it has been an active champion of women in general, and women in science in particular, since 2014.

That mission has launched another BBDO New York campaign. An installation this time, in New York’s Grand Central Terminal.

The new undertaking follows GE’s fictional ad story about Molly, the girl who never stops inventing, a week ago.

BBDO NY: General Electric presents itself through a girl who never stops inventing

This one celebrated real women, 12 female scientists and engineers who have made a difference to the world.

From September 19 to September 21, animations of the women’s faces were projected into the ceiling of the terminal ceiling with the help of laser projection mapping experts, Obscura, and transforming the terminals; famous constellations. The 7-minute tribute to science’s “Unseen Stars” describing these women’s contributions is supported by a 360 degree version of the tribute, which is running online.

The 750,000 people who pass through Grand Central Terminal every day were given an understanding of their accomplishments and invited to capture selfies of themselves with the women featured, enhanced by special geofilters and Facebook frames.

Included in the cast of women were Millie Dresselhaus, the first women to win the National Medal of Science (Dresselhaus previously featured in GE’s Oscars ad); GE engineers, Danielle Merfeld and Sudha Maniam; astronomer, Vera Cooper Rubin; and the first female US Chief Technology Officer, Megan Smith.

Credits:

Agency: BBDO New York

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Michael Aimette

Senior Creative Director, Copywriter: Gary Du Toit

Senior Creative Director, Art Director: Lance Vining

Art Director: Sarah Kara

Copywriter: Lily Bussel

Group Account Director: Peter McCallum

Account Director: Lindsey Cash

Group Communications Planning Directors: Yin Chung & Jen Leung

Senior Planner: Ben Bass

Head of Integrated Production: David Rolfe

Executive Producer: George Sholley

Executive Producer, Experiential: Adrienne Katz

Senior Producer: Mo Twine

Production Company: Obscura Digital

Senior Technical Director: Andrew Plourde

Producer: Anna Le Breton

Media Producer: Ari Ali

Interactive Engineer: Bryant Place

Art Director: Can Buyukberber

Systems Engineer: Chris Dadzitis

Systems Technician: Diego Novoa

Account Executive & Executive Producer: Greta Knutzen

Interactive Engineer: Harvey Moon

Technical Director: Jim Ellis

Systems Technician: Joe Goldring

Animator: Joel Berroteran

Technical Director: Joe Martin

Creative Director: Joshua Pipic

Sound Designer: Lucy Sheils

Director of Media Arts: Marc Melzer

Chief of Production & Executive Producer: Matty Dowlen

Animator: Ron Robinson