Hacked by Girls
Girls Who Code
Insight: Girls aren’t exposed to the same STEM opportunities as boys.
Big Idea: Meet young girls where they are by the websites of their favorite brands to expose them to fun ways to implement computer science, and garner earned media attention.
Execution: Secretly partner with big brands, allowing middle school girls to hack into their websites. The girls will hack these brands by adding whimsical interactive elements to their favorite brand store pages.
Copywriter: Jenna Byers
Behind the scenes…
I wanted to share these pre-ai behind the scenes photos. And what the Syracuse weather was like that November day. And my Jersey Shore themed wine in the background.
Converse Website
As the user’s cursor hovers over the product image on Converse’s website, the shoe laces begin to untie of the shoe.
As the user moves their cursor down the shoe, the laces continue to untie, prompting the user to be curious as to why.
After the interactive animation plays, the copy appears, revealing that the minds behind the “hacked” website are middle school girls.
Billabong Website
As the user’s cursor hovers over the product image on Billabong’s website, the backpack design begins to animate with pulsing colors.
When the user hovers over, the backpack opens, and the true minds behind the hacking are revealed.
Brandy Melville Website
As the user’s cursor hovers over the product image on Brandy Melville’s website, the graphic on the t-shirt winks at the user.
When the user moves their cursor over the other eye, it also winks. The text then reveals that middle school girls are behind the hacking.