Bronze
Direct
Film and Video
| Entrant: | VML Singapore, Singapore |
| Brand: | LUX |
| Title: | "The End" |
| Corporate Name of Client: | Unilever Asia Private Limited |
| Client Company: | Unilever, Singapore |
| Head of Global Brand Marketing: | Severine Vauleon |
| Client Head of Brand Marketing: | Ankush Wadhera |
| Senior Client Brand Managers: | Xin-Tong Sia/Kim Chua/Nicolas Tran-Dinh |
| Media Company: | MX Player, Mumbai |
| Media Strategy Directors: | Dina D'Souza/Sandra Rajesh |
| Media Buyers: | Abhiroop Sarkar/Sonika Manikonda |
| Agency: | VML Singapore, Singapore |
| Global Chief Creative Officers: | Debbi Vandeven/Rafael Pitanguy/Bas Korsten |
| Chief Creative Officers: | Paul Nagy/Marco Versolato |
| Senior Creative Director: | Christina Wilson |
| Creative Director - Art: | Bach Tran |
| Agency Head of Production: | Gerri Hamill |
| Agency Editor: | Team Chameleon |
| Agency Motion Designer: | Benjamin Low |
| Agency Project Manager: | Vincen Yong |
| Agency Managing Partner: | Hinoti Joshi |
| Agency Chief Strategy Officer: | Shailesh Iyer |
| Agency Strategy Director: | Prashanth Murthy |
| Agency Group Account Director: | Len de Rosales |
| Agency Account Director: | Deeksha Siwach |
Description:
Sexism and harassment plague India. Bollywood, a cultural mirror in India often normalizes this, with stalking portrayed as romance and eve-teasing seen as playful and rape scenes being normalized in movies. Many of these scenes are copied by men in real life.
LUX is a brand that inspires women to rise above everyday sexism and we had to find an effective way to directly speak to the male audience being influenced by this sexist content.
With ‘THE END’, Lux found a way to directly intervene on India’s biggest paid streaming platform MX player and shine a light on the issue.