B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Federal Election
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • State of Origin
  • Cannes Lions
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • EssenceMediaCom
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: #ILookLikeAnEngineer Trends After Failed Advertising Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > #ILookLikeAnEngineer Trends After Failed Advertising Campaign
Media

#ILookLikeAnEngineer Trends After Failed Advertising Campaign

Erin M Doyle
Published on: 6th August 2015 at 10:22 AM
Erin M Doyle
Share
3 Min Read
SHARE

Twitter users tired of seeing sexism in tech advertising have started #ILookLikeAnEngineer in response to a recent engineering campaign by OneLogin.

What started as a print campaign for employee recruitment has started a social media campaign trying to break gender stereotypes in tech companies. The ads caused a bit of an online tizzy, after the campaign only ran a photo of one woman.

In a post about the campaign on Medium, Isis Wenger featured in the campaign discussed her opinion on the hoopla:

“Hi, my name is Isis. I’m a full-stack engineer at OneLogin. They asked me to be one of four others participating recruiting campaign that was hastily planned and executed in one day.

“The negative opinions about this ad that strangers feel so compelled to share illustrate solid examples of the sexism that plagues tech.

“At the end of the day, this is just an ad campaign and it is targeted at engineers. This is not intended to be marketed towards any specific gender — segregated thoughts like that continue to perpetuate sexist thought-patterns in this industry.”

In response to the negative feedback, #ILookLikeAnEngineer has been trending across Twitter.

I worked as an engineer at @Intel + @Twitter, now I build features for Windows at @Microsoft #ILookLikeAnEngineer pic.twitter.com/ttGUnHseYH

— dara (@daraoke) August 4, 2015

I’m from Benin, West Africa. I’m Black. I have short hair, and I smile a LOT. #ILookLikeAnEngineer pic.twitter.com/3g0osIQxZ8 — Pamela Assogba (@pam_yam) August 4, 2015

#ILookLikeAnEngineer … first time a @samsung pick and place machine was in @glamourmag :) pic.twitter.com/x1x5ODTrxP

— adafruit industries (@adafruit) August 4, 2015

I was one of the earliest engs @Pinterest; I’ve worked on infra, api, web, ads, homefeed & more #ILookLikeAnEngineer pic.twitter.com/vn0aS58JIv — Tracy Chou (@triketora) August 4, 2015

Just a few of the faces of @MITEngineering… Tweet yours with #ILookLikeanEngineer pic.twitter.com/JCLd6Fn2qU

— MIT (@MIT) August 4, 2015

My mom, Perl hacker, 20+ years sys analyst. Nuclear physicist. Started coding on punch cards! #iLookLikeAnEngineer pic.twitter.com/0VhMB56ps6 — Marcos Caceres (@marcosc) August 4, 2015

Missed this yesterday because I was, you know, coding. #ILookLikeAnEngineer pic.twitter.com/H6V6kzZVte

— Robotica Misfit (@androidqueen) August 5, 2015

At the airport bar a man said “Wow you don’t look like an Electrical Engineer” #EnlightenMe #ILookLikeAnEngineer #bye pic.twitter.com/fnZCtgrW3a

— Iᒪᗩᑎᗩ ᐯOᒍᑎOᐯIᑕᕼ (@Lanniiiii) August 5, 2015

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Clemenger BBDO Sydney
Share
Erin M Doyle
By Erin M Doyle
Follow:
Erin Doyle is an experienced digital marketing specialist and comms expert.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?