Giants - KTH Royal Institue of Technology | Clapboard Ad Archive
KTH Royal Institute of Technology’s Giants campaign, conceived by Klirr and launched in Sweden in 2015, cuts to the centre of the STEM gender conversation by challenging the implicit status quo with an unapologetic call: the future is too important to be left to men. Developed for an education market eager to diversify its talent pipeline, Giants leverages the persuasive force of symbolism in its narrative, positioning women as metaphorical giants poised to meet the demands of IT’s next era. Rather than relying on literal depictions or traditional student testimonials, the campaign’s film employs abstract visual storytelling to elevate women—depicting them as the agents of transformation who will build a brighter technological tomorrow. This approach aligns decisively with Clapboard’s taxonomy as FORMAT#9—Symbolize the Benefit, creating aspirational resonance by connecting KTH’s educational promise directly to the cultural need for inclusivity in innovation. The language—Who will rise up to the challenges we face—operates on a dual front: it galvanises ambition while imparting a sense of collective responsibility to participate in realising technology’s potential. Through a direct call to action at www.kth.se/giants, the campaign bridges high-impact brand storytelling with actionable recruitment, targeting prospective female students and positioning KTH as a leader in the social advocacy required to move the industry forward. The campaign stakes a claim for women not as exceptions in IT but as essential architects of progress itself, reinforcing the principle that representation in STEM is not a peripheral issue but central to shaping the future. With over 124,000 views, Giants established a moment of visibility that resonated far beyond the academy and became a touchpoint for advocates of gender equality in the technology sector. The campaign earns 69/100 in Clapboard’s global creative archive. At a time when education brands are under pressure to articulate both purpose and vision, Giants matters because it demonstrates how institutions can use a powerful creative metaphor to reset expectations for who belongs at the forefront of industry transformation.
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