Lay's - "Undercover Commentator"

AlmapBBDO

AlmapBBDO São Paulo, Brazil

6014

Bu reklam ACT Sorumlu Koleksiyonun bir bölümüdür.

Marka: Lay's
Ülke: Brazil

Reklamcı: PepsiCo Inc.

Başlık	Undercover Commentator
Haftanın	AlmapBBDO
Kampanya	Undercover Commentator
Reklamcı	PepsiCo Inc.
Marka	Lay's
İlk Yayınlanma Tarihi	2024 / 4
Sektör	Potato Chips, Crisps & Crackers
felsefe	We know how latent the “women in soccer” issue is in Brazil today. Just like other topics that raise heated discussions within this universe, the female presence in matches – whether on or off the field – is an issue that has had great focus among the spectator public. With this in mind, LAY’S®, which has been a sponsor of the women’s UCL over the last few years, prepared a social experiment to highlight the need to reinforce respect for women inside and outside the sphere of soccer. In the action, created by AlmapBBDO agency, journalist Elaine Trevisan commented on the friendly game on March 26th live on radio broadcast and on YouTube. But the people listening didn't know that it was, in fact, Elaine who was commenting. The journalist's voice was changed by a male voice - named Elias - in real time using an artificial intelligence tool. She participated as if she were a guest male commentator. Days after the game, Elaine revealed the action in a video on social media. “I am not Elias. I’m Elaine Trevisan, a journalist for 14 years, and LAY’S® invited me to do a social experiment at a soccer match this week. Analyzing the comments on social media about Elias' broadcast, I noticed that there weren't many people criticizing, as usually happens when I'm a commentator. We are here today to defend that this is how we, women, are treated in sports broadcasts and, of course, also outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?”, explained Elaine.
Medya Türü	Integrated Media/360 Activation
Süre	60 seconds
President & CEO	Filipe Bartholomeu
Yaratıcı Ajans Başkanı	Luiz Sanches
Yaratıcı Ajans Başkanı	Marco Giannelli
Yaratıcı Ajans Başkanı	Pernil
Yaratıcı Yönetmen	Fernando Duarte
Yaratıcı Yönetmen	Henrique Del Lama
Yaratıcı Yönetmen	Pedro Corbett
Yaratıcı Ekip	Ingryd Cruz
Yaratıcı Ekip	Pedro Ximenes
Müşteri Temsilcisi	Fernanda Tedde
Müşteri Temsilcisi	Tatiana Vidonscky
Müşteri Temsilcisi	Marcus Avena
Müşteri Temsilcisi	Shedia Marzouk
Müşteri Temsilcisi	Gisella Oyola
Planning Team	João Gabriel Fernandes Da Silva
Planning Team	Erika Moulin
Special Projects Manager	Julian Newman
Special Projects Manager	Carol Anjos
Special Projects Manager	Júlia Cunha
AI Production	Soundthinkers
Head of Strategy and Innovation	Paulo Dytz
Proje Sorumlusu	Saulo Baumgartner Mosna
Developer	Rodrigo Roglio
Social Listening	Gustavo Arakawa
Approval Client	Simone Simões
Approval Client	Daniella Lopes
Approval Client	Giovanna Miranda
Offline	Adriana Roza
Offline	Gabriel Ezequiel
Digital Production	Ampfy
Radio	Bandeirantes
AV Production	Diego Villas Boas
AV Production	Charles Nobili
Image Production	Compañia
Ses Prodüksiyonu	Cabaret
Cast	Elaine Trevisan
Cast	Ricardo Capriotti
Cast	Ulisses Costa
Cast	Claudio Zaidan
PR Agency	InPress Porter Novelli
Müşteri Direktörü	Thais Szpigel
Müşteri Temsilcisi	Vivian Fróes
Müşteri Temsilcisi	Barbara Crivelaro
Müşteri Temsilcisi	Thais Benica
Müşteri Temsilcisi	Vinicius Redaelli