METSy The Doll

Creative idea

In Poland, only 35% of technical university students are women, with some faculties having less than 5%. This disparity stems from early exposure to gender biases that discourage girls from pursuing STEM fields. The IT Girls Foundation, which promotes gender inclusivity in STEM, created METSy, an AI-powered doll that voiced harmful stereotypes. Launched through influencers, METSy sparked outrage but raised awareness about gender biases. On February 11th, International Day of Women and Girls in Science, METSy was reprogrammed live into STEMmy, a doll promoting empowerment, transforming initial backlash into widespread praise and igniting a national conversation on gender inclusivity in STEM.

Brand name: IT Girls Foundation
Advertiser / client: IT Girls Foundation
Product / service: METSy The Doll
Campaign name: METSy The Doll
Agency network: Accenture Song
Agency: Accenture Song Warsaw
Web address: https://metsythedoll.com/
Chief creative officer: Davide Boscacci
Executive creative director: Michał Pawłowski
Art director: Paweł Jan Nowak
Copywriter: Krzysztof Nienałtowski
Designer: Katarzyna Mardeusz-Karpińska
Account director (agency): Olga Dąbrowska
Managing director: Maciej Kamiński, Rainer Balensiefer, Beatrice Mantero
Photographer: Sylwia Praga
Film production: Shootme
Director: Maciej 'Mac' Adamczak
Director of photography: Kuba Stoszek
Music: Miłosz Oleniecki, Marika Marta Kosakowska, Daniel Wojsa
Agency producer: Natalia Czachor
Post production: Sylwia Praga
Additional company: Wioletta Klimczak, Adrianna Klimczak: CEOs and Co-founders IT Girls Foundation Maciej Głowacki, Piotr Piskorski, Adam Zaorski: Production Designer Sygnis Monika Cisło: Fashion Designer Wacław Wilczewski: AI/ML Computational Science Manager Filip Hagan, Jakub Frydrych, Maria Preyzner: AI/ML Computational Science Sr Analyst Volkan Demirci, Katarzyna Wilczek, Grzegorz Buczyński, Krzysztof Korpus: Production Designer Sygnis