Bronze
Creative Strategy
Cultural Insight
| Entrant: | VML Singapore, Singapore |
| Brand: | LUX |
| Title: | "In Her Name" |
| Corporate Name of Client: | Severine Vauleon |
| Client Company: | Unilever, Singapore |
| Client Company Global Brand Director - LUX: | Judy Fu |
| Client Company Global Brand Vice President - LUX: | Severine Vauleon |
| Client Company Brand Manager. - LUX: | Letao Zhong |
| Client Company Ass Brand Manager: | Chloe Yao |
| Client Company Digital and Masterbrand lead: | Nicolas Tran-Dinh |
| Client Company Digital and Masterbrand manager: | Xing Tong Sia |
| Client Company Brand Director - LUX: | Kim Chua |
| PR Company: | For The Right Reason, Amsterdam |
| PR Company General Manager: | Jessica Hartley |
| Agency: | VML Singapore, Singapore |
| Global Chief Creative Officers: | Debbi Vandeven/Rafael Pitanguy/Bas Korsten |
| Agency APAC CCO: | Paul Nagy |
| Agency CCO Asia: | Raymond Chin |
| Chief Creative Officers: | Marco Versolato/Mateusz Mroszczak |
| Creative Directors: | Kate Tong/Ozkan Kusay |
| Creative: | Jeremy Lim |
| Senior Copywriter: | Matthew Ho |
| Copywriter: | Mark Brenndorfer |
| Senior Art Director: | Yuxuan Heng |
| Art Directors: | Lovinia Ee/Sheryn Au |
| Agency Head of Production: | Gerri Hamill |
| Agency Producer: | Kevin Nguyen |
| Agency Editors: | Jeremiah Marcelo/Fililmi Zin |
| Agency Digital Producer: | Istuki Wang |
| Agency Project Manager: | Vincen Yong |
| Agency VML China Director: | Sky Chen |
| Agency Managing Partner: | Hinoti Joshi |
| Agency Chief Strategy Officer: | Shailesh Iyer |
| Agency Group Account Director: | Fanny Lemasson |
| Influencers Company: | Cue Group, Shanghai |
| Production Company: | Lunar Film, Shanghai |
| Music Production Company: | CANJA, Curitiba |
Description:
LUX is a global beauty brand with its purpose is to empower women to rise above everyday sexism and express their beauty unapologetically. LUX has been fulfilling this mission in China for the last 100 years with a series of campaigns that help women smash sexist labels. One of those labels in China is given at birth.
There is an unconscious bias towards men being strong and powerful and women being soft and submissive, therefore naming their children based on gender stereotypes. So men have names like Guó Wěi (Great Nation) and Zhì Háo (Grand Purpose) whilst women have names like W?i(Tiny) and Yà Nán (Second to man – Inferior to men).
Brief: Spotlight how women are stuck with sexist names that do not represent them. Objective: By drawing awareness on the issue, LUX empower women to embrace names that have positive connotations and have confidence in their identity.