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SUB CATEGORY :

USE OF SPORTS & ESPORTS
COMPANY ENTERING :

WUNDERMAN THOMPSON SINGAPORE, SINGAPORE
TITLE :

BORN THIS WAY
BRAND :

LUX
ADVERTISER :

UNILEVER
AGENCY :

WUNDERMAN THOMPSON SINGAPORE, SINGAPORE
CHIEF CREATIVE OFFICER :

MARCO VERSOLATO
CREATIVE DIRECTOR :

RICARDO TRONQUINI/AI-LIN TAN
ART DIRECTOR :

SIXIN WU
AGENCY PRODUCER :

GERRI HAMILL
COMPUTER ARTIST :

ADRIÁN MIRANDEBORDE
BUSINESS LEAD :

HINOTI JOSHI
ACCOUNT DIRECTOR :

HINOTI JOSHI/LEN DEROSALES/FANNY LEMASSON
ACCOUNT MANAGER :

DEEKSHA SIWACH
MARKETING COMMUNICATION DIRECTOR :

SEVERINE VAULEON/ANKUSH WADEHRA
MARKETING COMMUNICATION MANAGER :

VIVIEN NG/ANGAD SAXENA
STRATEGIC PLANNING DIRECTOR :

LUCILE BELLEVILLE
STRATEGIC PLANNER :

JOSSLYN L
MEDIA AGENCY :

PHD SOUTH AFRICA, SOUTH AFRICA
PR AGENCY :

HARDY BOYS, SOUTH AFRICA/EDELMAN, SOUTH AFRICA
GLOBAL PR :

JESSICA HARTLEY/ELLIOT STARES
FILM PRODUCTION COMPANY :

FINAL FRONTIER, SHANGHAI/LE CUBE, SÃO PAULO
DIRECTOR :

RALPH KARAM
EXECUTIVE PRODUCER :

CHRIS COLMAN (FF)/FER SOMA (LC)/GUS KARAM (FF/LC)/ JUANMA FREIRE (LC)/JULIETA ZAJACZKOWSKI (FF)/RYAN SHANHOLTZER (FF)
FILM PRODUCER :

VERONICA MIRAMONTES/GABRIEL MURGUE
PROJECT MANAGER :

AGUSTINA KRÖL
POST-PRODUCTION COMPANY :

WUNDERMAN THOMPSON SINGAPORE, SINGAPORE
EDITOR :

LUIS CALVO/BENJAMIN LOW
POST PRODUCER :

SHARMAINE NG/HAFIZA YUSSAINI/HIDAYAH ASARI/ZAKEE TALIB
SPECIAL EFFECTS COMPANY :

LE CUBE, SÃO PAULO/FINAL FRONTIER, SHANGHAI
VISUAL EFFECTS :

FERNANDO LA MATTINA
ANIMATION DIRECTOR :

FEDERICO RADERO
ANIMATOR :

CINTIA CZESZCZEWIK/BRUNO BRASIL/DANIEL CUERVO/ DIEGO CRISTÓFANO/EMANUEL ZAMPALO/GUADALUPE VYLETA
SOUND PRODUCTION COMPANY :

DAHOUSE AUDIO GMBH, SÃO PAULO
SOUND DESIGNER :

LUCAS MAYER/RODRIGO DELTORO/NIPER BOAVENTURA
SOUND STUDIO PRODUCER :

LUCAS MAYER/WONDER BETTIN/SILVIO ERNE
SINGER :

GIOVANNA MORAES
MUSIC COMPOSER :

LUCAS MAYER/LUCAS CAMPELLO
AUDIO EXECUTIVE PRODUCERS :

CASSIANO DERENJI/LARI MIRANDA
CAMPAIGN SUMMARY :

“Born This Way” is part of a broader global Lux campaign to inspire 50 million women by 2025 using content, partnerships and activations to help women rise above everyday sexist judgements and express their beauty and femininity unapologetically. We had always been passionate about Olympic Gold Medallist and World Champion, Caster Semenya's case. She had won gold in the 800 m in the 2012 and 2016 Olympics. Following protests on some fronts, World Athletics (formerly IAAF) subjected her to multiple tests and humiliating medical examinations to prove she is a woman. She passed them but they banned her anyway. She can't run in events between 800 m and 1 mile unless she takes hormone drugs. Despite having her gender questioned and being banned by World Athletics, Caster has always risen above judgements and cruel insults to fight her cause with dignity. Lux believes that women should not be judged for how they look and that no woman should ever be stripped of being a woman. Caster was born a woman and is legally recognised as a woman but not allowed to run as a woman. We wanted to take a stand with her and rally the world to stand with us to overturn her ban. The campaign has captured global attention and raised massive support for Caster’s right to compete in the 2021 Summer Olympics in Tokyo. Globally, we’ve got more than 1.35B Global reach, 446M online readership, 1.6 Billion earned impression, 679K estimated coverage views and more than 140 global press coverage. It also led to discussions in the South Africa parliament.
THE BRIEF :

Lux believes that women should not be judged for how they look and that no woman should ever be stripped of being a woman. Caster was born a woman and is legally recognised as a woman. But she's not allowed to run as a woman. Her body has been scrutinised by World Athletics, sports doctors, sports officials, fellow athletes and the public for almost 10 years. The constant judgment, speculation and medical intervention have caused her immense pain and suffering. In February 2020, she filed an appeal to the European Court of Human Right to overturn the World Athletics ban – the result is pending. We wanted to take a stand with her and rally the world to stand with us to overturn her ban. We are championing Caster's fight for her right to run as a woman, free of drugs.
THE STRATEGY :

The "Born This Way" campaign dramatises the extraordinary biology that champion athletes are born with and plays up the contrast between other iconic athletes and Caster Semenya. While they are celebrated, she is faced with bans and cruel judgements. The campaign shines a light on Caster's plight and tells her story from an emotional angle – bringing it to a wider audience, not just in her home country, South Africa but also to the world stage. The campaign has a call for the audience to stand with Caster by signing a petition on Avaaz.org to overturn the World Athletics ban.
THE EXECUTION :

The “Born This Way” campaign launched in Caster's home country South Africa just before the Tokyo Olympics, during the pre-qualifier season. It was released as an integrated campaign and has created waves In South Africa and across the world. The campaign has a call for the audience to stand with Caster by signing a petition on Avaaz.org to overturn the World Athletics ban. Alongside that, the South African Parliament has also joined the African Human Rights Commission and other institutions to help Caster in her fight for justice and her rights as a woman.
THE RESULT :

The campaign has captured global attention and raised massive support for Caster’s right to compete in the 2021 Summer Olympics in Tokyo. Caster's cause has been picked up by Time magazine, Guardian, Adage, Adweek, leading sports journals and all key South Africa media. Globally, we’ve got more than 1.35B Global reach, 446M online readership, 1.6 Billion earned impression, 679K estimated coverage views and more than 140 global press coverage. In South Africa, we’ve achieved 33 pieces of media coverage and reached 81% of South Africa population. Overall, the PR value achieved is worth Euro 1 million+. We’ve even managed to evoke a reaction from World Athletics which is a positive sign.