|Title||Born this Way|
|Campaign||Born this Way|
|Date of First Broadcast/Publication|
|Philosophy||Unilever beauty brand, LUX, today voiced its support for renowned South African Olympic gold medalist, Caster Semenya. This comes off the back of her fight against the World Athletics board to be allowed to compete in the 800m race in the upcoming 2021 Olympics. Semenya has a genetic condition known as hyperandrogenism which means she produces a higher-than-normal level of testosterone. Even though she was born this way, new legislation by World Athletics in 2018 has led to her being disallowed from defending her gold medal at this year’s Tokyo Olympic Games. The new LUX campaign titled “Born This Way” and created by WPP’s Wunderman Thompson, is part of a broader global initiative in which the brand has pledged to inspire 50 million women by 2025 using content, partnerships and activations to help them rise above everyday sexist judgements and express their beauty and femininity unapologetically. An emotive video, featuring an animated Semenya, is being widely shared on social media, with a message from LUX on how it believes no woman should be ‘judged for how they look’, ending with the words, ‘LUX stands for Caster. LUX stands for all women.” On 9 March 2021, Unilever launched a new Positive Beauty vision and strategy globally which aims to champion a new era of beauty which is equitable and inclusive. This mission echoes LUX’s support for Semenya who was “born this way” and has always had to face scrutiny and discrimination for traits she cannot change about her genetic makeup. LUX seeks to inspire women to confidently embrace their beauty and appearance as their own, as opposed to it being dependent on the opinion of others thus making their interpretation of their beauty their strength. It was with this in mind that LUX decided to donate its brand voice through paid advertising on social channels and other media in support of Caster. Alongside that, the South African Parliament has joined the African Human Rights Commission and other institutions to help Semenya in her fight for justice and equality. The South Africa Parliament passed a Motion Without Notice, condemning the actions of World Athletics against Ms. Semenya as an “injustice and violation of human rights”. Parliament also resolved to do “everything in its power” to assist Ms Semenya in her fight. Supporters of Caster’s plight are being invited to join the conversation and share their message online using the hashtag #IStandWithCaster and to sign Lux’s petition to overturn the World Athletics ruling at https://secure.avaaz.org/community_petitions/en/world_athletics_istandwithcaster/|
|Media Type||Web Film|
|Chief Creative Officer||Marco Versolato|
|Creative Director||Ricardo Tronquini|
|Creative Director||Ai-lin Tan|
|Art Director||SIxin Wu|
|Business Leader||Hinoti Joshi|
|Senior Account Director||Len DeRosales|
|Senior Account Director||Fanny Lemasson|
|Senior Account Executive||Deeksha Siwach|
|Global Planning Director||Lucile Belleville|
|Strategic Planner||Josslyn Li|
|Head of Integrated Production||Gerri Hamill|
|Production Coordinator||Sharmaine Ng|
|Business Affairs Manager||Rachel Chen|
|Post Production Coordinator||Hafiza Yussaini|
|Online Artist||Luis Calvo|
|Online Artist||Benjamin Low|
|Production Coordinator||Zakee Talib|
|Global Vice President||Severine Vauleon|
|Global Brand Director||Ankush Wadehra|
|Global Assistant Brand Manager||Vivien Ng|
|Global Assistant Brand Manager||Angad Saxena|
|Production Company||FINAL FRONTIER|
|Executive Producer||Chris Colman|
|Executive Producer||Fer Soma|
|Executive Producer||Gustavo Karam|
|Executive Producer||JuanMa Freire|
|Executive Producer||Julieta Zajaczkowski|
|Executive Producer||Ryan Shanholtzer|
|Project Manager||Agustina Kröl|
|Art Development||Evelin Unfer|
|Art Development||Constanza Oroza|
|Art Development||Juan Barabani|
|Art Development||Lucas Andreu|
|Art Development||Matías Basla|
|Art Development||Mariano Albano|
|Animation Director||Federico Radero|
|Animation||Jose Luis Rosado|
|Animation||Carlos Caraya Catarata|
|Animation||Vincent Coudroy de Lille|
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