REDEFINING EINSTEIN’S ICONIC IMAGE AS A SYMBOL OF THE FIGHT FOR EQUAL RIGHTS.

Albert Einstein won the Nobel Prize in 1921 for his work in theoretical physics. Yet, his first wife’s (Mileva Maric) legacy has been mostly lost to time, despite being the co-author of many of Einstein’s most important academic writings, including the theory of relativity.

Her erasure from the history books of STEM’s greatest minds left us with a homogenized view of the past that continues to discourage young women from pursuing careers in these fields.

The lack of role models for these girls continues to be an issue, in disregard of their struggle to be part of the science world.

Agency: DDB

Client: Inspiring Gilrs UK

Role: AD | CD | Designer

In addition to the digital mobilization, the campaign recognizes Mileva’s contribution to science on other fronts, including paintings, graffiti, murals and even tattoos of the face of Albert Einstein’s first spouse, made by artists from different parts of the world. The movement includes bust statues of the scientist with her tongue sticking out, which can be 3D printed to be exhibited in world-class universities. The movement also relies on the “Milevas of the Future” an animated short film, with the story of three girls who are passionate for science and find in Mileva Marić the necessary encouragement to follow their dreams.