Unilever's Lux backs banned Olympic athlete Caster Semenya in bold animated film

Campaign from Wunderman Thompson takes on World Athletics in the run-up to the games

Published On
Apr 29, 2021

Editor's Pick

Track and field champion Caster Semenya is seeking to overturn her ban from the upcoming Olympics in the run up to the games, and she has the support of Unilever. 

The company's soap brand Lux has made her the center of a bold animated film that takes on World Athletics, the international governing body for all sports. In 2018, it introduced new legislation that banned Semenya from defending her gold medal in the 800m race at this year's Olympics, due to her naturally high level of testosterone, the result of being born with hyperandrogenism. 

The film, created by Wunderman Thompson Singapore, features an animated Semenya and asserts the message that no woman should be judged on how they look. It's running globally on social media, directing viewers to sign an online petition for World Athletics to overturn the ban and share the hashtag #IStandwithCaster.

The animation is by by Le Cube and direction by Ralph Karam via Final Frontier. The campaign is endorsed by Semenya but the team took the deliberate decision to work with animation rather than live action to bring to life the idea of athletes as real superheroes who are "born this way" with extraordinary abilities. 

“Caster was born with hyperandrogenism and as she herself often says, ‘I am a woman. I was born this way," says Wunderman Thompson Singapore Creative Director Ai-lin Tan. "Our idea came from the insight that most champion athletes are born with extraordinary biology—it is what makes them perform like superheroes. But unlike Caster, they are celebrated, not reviled or banned. So we decided to create an animated film that highlighted this in support of Caster‘s fight.” 

The film is part of a wider campaign from Lux that aims to champion a new era of beauty that is equitable and inclusive. The brand has pledged to inspire 50 million women by 2025 using content, partnerships and activations to help them "rise above everyday sexist judgments and express their beauty and femininity unapologetically."

“Working for a beauty brand like Lux, it pains me that in this day and age, women still constantly get judged for how they look and choose to express their femininity,” said Severine Vauleon, global vice president for Lux at Unilever in a statement. “So I am proud to say that Lux stands with Caster. She is an example and an inspiration for women everywhere, to rise above the judgments of others and express their beauty fully and authentically."

Credits

Date
Apr 29, 2021
Client :
Lux
Agency :
Wunderman Thompson-Singapore
CCO [email protected]/Wunderman Thompson :
Marco Versolato
Creative Director :
Ricardo Tronquini
Creative Director :
Ai-Lin Tan
Art Director :
SIxin Wu
Business Lead :
Hinoti Joshi
Sr. Account Director :
Len DeRosales
Sr. Account Director :
Fanny LeMasson
Sr. Account Executive :
Deeksha Siwach
Global Planning Director :
Lucile Belleville
Planner :
Josslyn Li
Head of Integrated Production :
Gerri Hamill
Production Coordinator :
Sharmaine Ng
Business Affairs Manager :
Rachel Chen
Post Production Coordinator :
Hafiza Yussaini
Online Editor :
Luis Calvo
Online Editor :
Benjamin Low
Production Coordinator :
Zakee Talib
Global Brand Vice President :
Severine Vauleon
Global Brand Director :
Ankush Wadehra
Global Assistant Brand Manager :
Vivien Ng
Global Assistant Brand Manager :
Angad Saxena
Production House :
Final Frontier
Animation Studio :
Le Cube
Director :
Ralph Karam
Executive Producer :
Chris Colman
Executive Producer :
Fer Soma
Executive Producer :
Gus Karam
Executive Producer :
JuanMa Freire
Executive Producer :
Julieta Zajaczkowski
Executive Producer :
Ryan Shanholtzer
Project Manager :
Agustina Kröl
Producer :
Veronica Miramontes
Producer :
Gabriel Murgue
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
Animator :
Cintia Czeszczewik
Animator :
Bruno Brasil
Animator :
Daniel Cuervo
Animator :
Diego Cristófano
Animator :
Emanuel Zampalo
Animator :
Guadalupe Vyleta
Animator :
Leandro Vargas
Animator :
Leo Campasso
Animator :
Jose Luis Rosado
Animator :
Tamás Pázmány
Animator :
Carlos Caraya Catarata
Animator :
Sixtine James
Animator :
Louis Holmes
Animator :
Victoria Pellet
Animator :
Agathe Simoulin
Animator :
Vincent Coudroy de Lille
Clean up & Color Supervisor :
Laura Desmery
Tie Down Clean-Up & Color :
Antonella Cuozzo
Tie Down Clean-Up & Color :
Augusto Cortegoso
Tie Down Clean-Up & Color :
Clara Riavec
Tie Down Clean-Up & Color :
Cynthia Perez Daubert
Tie Down Clean-Up & Color :
Jose Ignacio Ovando
Tie Down Clean-Up & Color :
Juan Pablo “Brujo” Barbier
Tie Down Clean-Up & Color :
Juan Natch
Tie Down Clean-Up & Color :
Julieta Culaciati
Tie Down Clean-Up & Color :
Juliana Gorgati
Tie Down Clean-Up & Color :
Julieta Soloaga
Tie Down Clean-Up & Color :
Laura Desmery
Tie Down Clean-Up & Color :
Leandro Vargas
Tie Down Clean-Up & Color :
Melisa Pighin
Tie Down Clean-Up & Color :
Rocío Saavedra
Tie Down Clean-Up & Color :
Sofía Díaz
Tie Down Clean-Up & Color :
Sofía Fernandez Vallejo
Tie Down Clean-Up & Color :
Sofía Ruocco
3D Animation Artist :
Fernando La Mattina
Compositing Artist :
Adrián Mirandeborde
Audio Production :
DaHouse Audio GmbH
Composer :
Lucas Mayer
Composer :
Lucas Campello
Singer :
Giovanna Moraes
Music Producer :
Lucas Mayer
Music Producer :
Wonder Bettin
Music Producer :
Silvio Erne
Mix and Sound Design :
Lucas Mayer
Mix and Sound Design :
Rodrigo Deltoro
Mix and Sound Design :
Niper Boaventura
Audio Executive Producer :
Cassiano Derenji
Audio Executive Producer :
Lari Miranda
South Africa PR :
Hardy Boys
South Africa PR :
Edelman
Global PR :
Jessica Hartley
Global PR :
Elliot Stares
Facebook Creative Shop :
SMC
South Africa Media :
PHD

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