Lux - "Shut Up Sexism"

Wunderman Thompson

Wunderman Thompson Singapore, Singapur

5567

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Lux
Länder: Singapur

Werbende: Unilever

Titel	Shut Up Sexism
Agentur	Wunderman Thompson
Kampagne	Shut Up Sexism
Werbende	Unilever
Marke	Lux
Datum der ersten Ausstrahlung/Veröffentlichung	2022 / 5
Geschäftsbereich	Badeartikel
Story	Tech companies gender their voice assistants as female because research shows that when people need help, they prefer to hear it delivered in a female voice. However, they prefer a male voice when it comes to authoritative statements. (crazy right?) In response to this, Unilever’s beauty brand, LUX, is launching a new campaign called ‘Shut Up, Sexism’ - aimed at highlighting how sexist attitudes are encouraged by the fact that most major AI home assistants and voice assistants have a female voice by default. And these female voiced AI systems are often at the front line of verbal aggression (mostly from men). The beauty brand is taking a stand against casual sexism by identifying something rather interesting: quite often sexist behaviour starts at home, when people think nobody is listening. The way people (men) talk to their AI assistants can spread into the rest of their communication and how they talk to real people, real women. The new activation hacks home assistants to ‘give them a voice’ to counter sexist remarks with witty replies - making the men who insult and swear at their virtual assistants think twice before doing so.
Medientyp	Interaktiv
Länge	60 seconds
Werbeleiter	Severine Vauleon
Werbeleiter	Swarnim Bharadwaj
Werbeleiter	Angad Saxena
Global Chief Creative Officer	Bas Korsten
Global Chief Creative Officer	Daniel Bonner
Chief Creative Officer	Marco Versolato
Creative Director	Ricardo Tronquini
Creative Director	Ai Lin Tan
Global Business Director	Hinoti Joshi
Etatdirektor	Len de Rosales
Etatdirektor	Fanny Lemasson
Associate Account Director	Geru Gotico
Produktionkoordinator	Jeevan Charles
Offline Editor	Jeremiah Marcelo
Online Artist	Luis Calvo
Executive Strategy Director	Sumegha Rao
Strategy Director	Naomi Lam
Etat-Planer	Josslyn Li
Produktionsfirma	Reel Loco
Regisseur	Amanda Tan