SUB CATEGORY :

LIVE EXPERIENCES & EVENTS

COMPANY ENTERING :

VML, SINGAPORE

TITLE :

CHANGE THE ANGLE

BRAND :

LUX

ADVERTISER :

UNILEVER

AGENCY :

VML, SINGAPORE

MANAGING DIRECTOR :

HINOTI JOSHI

GLOBAL CHIEF CREATIVE OFFICER :

BAS KORSTEN/DANIEL BONNER

CHIEF CREATIVE OFFICER :

MARCO VERSOLATO

WT HEALTH GLOBAL CREATIVE OFFICER :

RENATA MAIA

CREATIVE DIRECTOR :

RICARDO TRONQUINI/AI-LIN TAN

ART DIRECTOR :

XIN YIN CHIA

EXECUTIVE PRODUCER :

GERRI HAMILL

ACCOUNT DIRECTOR :

FANNY LEMASSON/LEN DE ROSALES/DEEKSHA SIWACH

STRATEGIC PLANNING DIRECTOR :

NAOMI LAM

PR AGENCY :

FOR THE RIGHT REASONS, AMSTERDAM/
OGILVY SINGAPORE, SINGAPORE

PR DIRECTOR :

JESSICA HARTLEY

PR MANAGER :

PAULA FISHER/PRIYA VEERIAH

FILM PRODUCTION COMPANY :

VML SOUTH AFRICA, JOHANNESBURG/
PRISM SOUTH AFRICA, JOHANNESBURG

MANAGING DIRECTOR :

QONDISA NGWENYA

POST-PRODUCTION COMPANY :

CHAMELEON SINGAPORE, SINGAPORE

EDITOR :

JEREMIAH MARCELO

OTHER POST-PRODUCTION CREDITS :

TEAM CHAMELEON SINGAPORE

SOUND PRODUCTION COMPANY :

SIXIEME SON APAC, SINGAPORE

CAMPAIGN SUMMARY :

Change the angle is a campaign by LUX to highlight how everyday sexism and objectification of women extends to sport fields too,
where the media camera deliberately focusses on the women’s breasts, buttocks, thighs and even crotches. Research shows that women are 10X more likely than men to be objectified in sports.
Sexist media camera angles aimed at women at sports events not only objectify them, but also disrespect their skills and achievements. It also perpetuates objectification of women in everyday life. LUX felt that it was time to call out this insidious practice before it becomes normalized.
To achieve it’s aim of creating awareness and change the angle of sexist media cameras with actionable guidelines, LUX sponsored the Durban Open Women’s Beach Volleyball 2023 tournament in South Africa and hijacked the media cameras to expose sexist camera angles during
a live broadcast. South Africa’s top women beach volleyball players sported QR codes on parts of their bodies where the media cameras tend to focus which led to the Change The Angle film where female athletes revealed our message about sexist camera angles.
The campaign was supported by Influencers, Athletes to spread the reach and even South Africa’s largest sports network - SABC, to broadcast
the tournament live. It ended with a call for media cameras to focus on their strengths and prowess; and to follow actionable guidelines. Key LUX influencers and sport personalities also helped drive the campaign and the tournament, including Cricket commentator Kass Naidas, Netball star Bongi Msomi and LUX Ambassador and Miss universe 2019, Zozibini Tunzi have thrown their considerable online and real world influence behind the campaign, helping to spread the QR codes.
Caster Semenya, two Olympic gold medals and three World Championships has also supported the campaign on her social media.

CREATIVITY/IDEA/INSIGHT :

Change The Angle is a campaign which highlighted the issue of sexist media camera angles at sports events. A simple QR code was used to expose sexist camera angles. We played the media cameras at their own game by hacking a live broadcast of a beach volleyball tournament where the female athletes wore QR codes on parts of their bodies where media cameras tend to focus.

STRATEGY :

Research shows that women are 10X more likely than men to be objectified in sports. One of the main perpetrators of this is media cameras – which often focus on women’s breasts, buttocks, thighs and crotches. Sexist camera angles not only objectify female athletes,
but also disrespect their skills and achievements. Furthermore, once these footage and photos are published, they also end up on hundreds of websites which are dedicated to sexually exploitative images.
Apart from the occasional news headlines, there is little public awareness of this distressing issue. LUX wanted to stand with women against sexism in sports and break this vicious circle by raising awareness of sexist camera angles and get media camera people to change their behaviour and change the angle of their cameras.

EXECUTION :

LUX sponsored the Durban Open Women’s Beach Volleyball 2023 tournament in South Africa and hijacked the media cameras to expose sexist camera angles during a live broadcast. Instead of wearing our logos, South Africa’s top women beach volleyball players sported QR codes on parts of their bodies where the media cameras tend to focus. Viewers who scanned the QR code were led to the Change The Angle film where female athletes revealed our message about sexist camera angles. The film ended with a call for media cameras to focus on female athletes’ strengths and prowess; and to follow the simple actionable guidelines included. To ensure maximum viewership, we partnered with South Africa’s largest sports network, South African Broadcasting Corporation (SABC), to broadcast the tournament live to millions of fans. Influencers and other athletes also attended the tournament and helped spread the message further by sharing the QR code.

RESULT :

Change The Angle received 4.7 billion impressions and was picked by more than 377 publications worldwide, including Yahoo, Telegraph, Washington Daily News and Boston Herald among others. These articles have also been viewed 1.54 million times so far. The campaign generated $500,000 in earned media. Significantly, South Africa’s biggest broadcast network*, South African Broadcasting Corporation (SABC) has adopted Change The Angle guidelines. Over 80% of media companies at the Durban Open 2023 have also adopted the guidelines LUX will continue to work with media companies and SONKE Gender Justice Organisation to combat sexism against women in sports and everywhere else. * The South African Broadcasting Corporation (SABC) has 19 radio stations (AM/FM) as well as six television broadcast channels for the general public. It is one of the largest of South Africa's state-owned enterprises.