Bronze
Digital
Corporate Purpose/Social Responsibility
| 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:
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 made the medium itself the key to tackling this issue.
Using the platform’s data on the most watched sexist movies, we reprogrammed ad space to instead play at the exact moment the woman says ‘no’. This ad mimicked The End credits of that particular movie. We used this unexpected end to provoke viewers with the simple fact, her ‘no’ should always be the end of the story, in the movies and real life.
We scaled this up across the platform, targeting scenes of stalking, harassment, verbal and physical abuse with ‘The End’ credits rolling, at the moment she clearly refuses. We asked women on social to share the sexist movies she wanted to END and made end credits for those too.
By directly targeting audience on the media, we contextualised a strong message against sexism with a simple act. We turned the ad from disruptive to disrupting sexism as it happens.