| Başlık | Shut Up Sexism |
| Haftanın | Wunderman Thompson |
| Kampanya | Shut Up Sexism |
| Reklamcı | Unilever |
| Marka | Lux |
| İlk Yayınlanma Tarihi | 2022 / 5 |
| Sektör | Toiletries |
| hikaye | 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. |
| Medya Türü | İnteraktif |
| Süre | |
| Reklam Sorumlusu | Severine Vauleon |
| Reklam Sorumlusu | Swarnim Bharadwaj |
| Reklam Sorumlusu | Angad Saxena |
| Global Chief Creative Officer | Bas Korsten |
| Global Chief Creative Officer | Daniel Bonner |
| Yaratıcı Ajans Başkanı | Marco Versolato |
| Yaratıcı Yönetmen | Ricardo Tronquini |
| Yaratıcı Yönetmen | Ai Lin Tan |
| Global Business Director | Hinoti Joshi |
| Müşteri Direktörü | Len de Rosales |
| Müşteri Direktörü | Fanny Lemasson |
| Associate Account Director | Geru Gotico |
| Production Coordinator | Jeevan Charles |
| Offline Editor | Jeremiah Marcelo |
| Online Artist | Luis Calvo |
| Executive Strategy Director | Sumegha Rao |
| Strategy Director | Naomi Lam |
| Strateji Planlama | Josslyn Li |
| Prodüksiyon Şirketi | Reel Loco |
| Yönetmen | Amanda Tan |
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