Lay's - "Undercover Commentator"

AlmapBBDO

AlmapBBDO São Paulo, Brasil

4690

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Lay's
País: Brasil

Anunciante: PepsiCo Inc.

Titulo	Undercover Commentator
Agência	AlmapBBDO
Campanha	Undercover Commentator
Anunciante	PepsiCo Inc.
Marca	Lay's
Data da primeira Transmissão/Publicação	2024 / 4
Sector Empresarial	Batatas fritas, snacks crocantes, bolachas de água e sal
Filosofia	We know how latent the “women in soccer” issue is in Brazil today. Just like other topics that raise heated discussions within this universe, the female presence in matches – whether on or off the field – is an issue that has had great focus among the spectator public. With this in mind, LAY’S®, which has been a sponsor of the women’s UCL over the last few years, prepared a social experiment to highlight the need to reinforce respect for women inside and outside the sphere of soccer. In the action, created by AlmapBBDO agency, journalist Elaine Trevisan commented on the friendly game on March 26th live on radio broadcast and on YouTube. But the people listening didn't know that it was, in fact, Elaine who was commenting. The journalist's voice was changed by a male voice - named Elias - in real time using an artificial intelligence tool. She participated as if she were a guest male commentator. Days after the game, Elaine revealed the action in a video on social media. “I am not Elias. I’m Elaine Trevisan, a journalist for 14 years, and LAY’S® invited me to do a social experiment at a soccer match this week. Analyzing the comments on social media about Elias' broadcast, I noticed that there weren't many people criticizing, as usually happens when I'm a commentator. We are here today to defend that this is how we, women, are treated in sports broadcasts and, of course, also outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?”, explained Elaine.
Tipo de Mídia	Integrated Media/360 Activation
Comprimento	60 seconds
President & CEO	Filipe Bartholomeu
Chief Creative Officer	Luiz Sanches
Chief Creative Officer	Marco Giannelli
Chief Creative Officer	Pernil
Director executivo criativo	Fernando Duarte
Director executivo criativo	Henrique Del Lama
Director executivo criativo	Pedro Corbett
Equipa criativa	Ingryd Cruz
Equipa criativa	Pedro Ximenes
Executivo de contas	Fernanda Tedde
Executivo de contas	Tatiana Vidonscky
Executivo de contas	Marcus Avena
Executivo de contas	Shedia Marzouk
Executivo de contas	Gisella Oyola
Planning Team	João Gabriel Fernandes Da Silva
Planning Team	Erika Moulin
Special Projects Manager	Julian Newman
Special Projects Manager	Carol Anjos
Special Projects Manager	Júlia Cunha
AI Production	Soundthinkers
Head of Strategy and Innovation	Paulo Dytz
Project Manager	Saulo Baumgartner Mosna
Developer	Rodrigo Roglio
Social Listening	Gustavo Arakawa
Approval Client	Simone Simões
Approval Client	Daniella Lopes
Approval Client	Giovanna Miranda
Offline	Adriana Roza
Offline	Gabriel Ezequiel
Digital Production	Ampfy
Radio	Bandeirantes
AV Production	Diego Villas Boas
AV Production	Charles Nobili
Image Production	Compañia
Produção de som	Cabaret
Cast	Elaine Trevisan
Cast	Ricardo Capriotti
Cast	Ulisses Costa
Cast	Claudio Zaidan
PR Agency	InPress Porter Novelli
Director de contas	Thais Szpigel
Account Manager	Vivian Fróes
Executivo de contas	Barbara Crivelaro
Executivo de contas	Thais Benica
Executivo de contas	Vinicius Redaelli