Lux - "Born this Way"

Wunderman Thompson

Wunderman Thompson Singapore, Cingapura

Prêmios

5480

Marca: Lux
País: Cingapura

Anunciante: Unilever

Titulo	Born this Way
Agência	Wunderman Thompson
Campanha	Born this Way
Anunciante	Unilever
Marca	Lux
Data da primeira Transmissão/Publicação	2021 / 4
Sector Empresarial	Sabonetes
Filosofia	Unilever beauty brand, LUX, today voiced its support for renowned South African Olympic gold medalist, Caster Semenya. This comes off the back of her fight against the World Athletics board to be allowed to compete in the 800m race in the upcoming 2021 Olympics. Semenya has a genetic condition known as hyperandrogenism which means she produces a higher-than-normal level of testosterone. Even though she was born this way, new legislation by World Athletics in 2018 has led to her being disallowed from defending her gold medal at this year’s Tokyo Olympic Games. The new LUX campaign titled “Born This Way” and created by WPP’s Wunderman Thompson, is part of a broader global initiative in which the brand has pledged to inspire 50 million women by 2025 using content, partnerships and activations to help them rise above everyday sexist judgements and express their beauty and femininity unapologetically. An emotive video, featuring an animated Semenya, is being widely shared on social media, with a message from LUX on how it believes no woman should be ‘judged for how they look’, ending with the words, ‘LUX stands for Caster. LUX stands for all women.” On 9 March 2021, Unilever launched a new Positive Beauty vision and strategy globally which aims to champion a new era of beauty which is equitable and inclusive. This mission echoes LUX’s support for Semenya who was “born this way” and has always had to face scrutiny and discrimination for traits she cannot change about her genetic makeup. LUX seeks to inspire women to confidently embrace their beauty and appearance as their own, as opposed to it being dependent on the opinion of others thus making their interpretation of their beauty their strength. It was with this in mind that LUX decided to donate its brand voice through paid advertising on social channels and other media in support of Caster. Alongside that, the South African Parliament has joined the African Human Rights Commission and other institutions to help Semenya in her fight for justice and equality. The South Africa Parliament passed a Motion Without Notice, condemning the actions of World Athletics against Ms. Semenya as an “injustice and violation of human rights”. Parliament also resolved to do “everything in its power” to assist Ms Semenya in her fight. Supporters of Caster’s plight are being invited to join the conversation and share their message online using the hashtag #IStandWithCaster and to sign Lux’s petition to overturn the World Athletics ruling at https://secure.avaaz.org/community_petitions/en/world_athletics_istandwithcaster/
Tipo de Mídia	Viral
Comprimento	136 seconds
Mercado	Argentina, França
Chief Creative Officer	Marco Versolato
Director criativo	Ricardo Tronquini
Director criativo	Ai-lin Tan
Director de arte	SIxin Wu
Business Leader	Hinoti Joshi
Senior Account Director	Len DeRosales
Senior Account Director	Fanny Lemasson
Senior Account Executive	Deeksha Siwach
Global Planning Director	Lucile Belleville
Planeador estratégico	Josslyn Li
Head of Integrated Production	Gerri Hamill
Production Coordinator	Sharmaine Ng
Business Affairs Manager	Rachel Chen
Post Production Coordinator	Hafiza Yussaini
Online Artist	Luis Calvo
Online Artist	Benjamin Low
Production Coordinator	Zakee Talib
Global Vice President	Severine Vauleon
Global Brand Director	Ankush Wadehra
Global Assistant Brand Manager	Vivien Ng
Global Assistant Brand Manager	Angad Saxena
Produtora	FINAL FRONTIER
Animação	Le Cube
Realizador	Ralph Karam
Produtor executivo	Chris Colman
Produtor executivo	Fer Soma
Produtor executivo	Gustavo Karam
Produtor executivo	JuanMa Freire
Produtor executivo	Julieta Zajaczkowski
Produtor executivo	Ryan Shanholtzer
Project Manager	Agustina Kröl
Produtor	Veronica Miramontes
Produtor	Gabriel Murgue
Art Development	Evelin Unfer
Art Development	Constanza Oroza
Art Development	Juan Barabani
Art Development	Lucas Andreu
Art Development	Matías Basla
Art Development	Mariano Albano
Animation Director	Federico Radero
Animação	Cintia Czeszczewik
Animação	Bruno Brasil
Animação	Daniel Cuervo
Animação	Diego Cristófano
Animação	Emanuel Zampalo
Animação	Guadalupe Vyleta
Animação	Leandro Vargas
Animação	Leo Campasso
Animação	Jose Luis Rosado
Animação	Tamás Pázmány
Animação	Carlos Caraya Catarata
Animação	Sixtine James
Animação	Louis Holmes
Animação	Victoria Pellet
Animação	Agathe Simoulin
Animação	Vincent Coudroy de Lille