AlmapBBDO and LG are rolling out beta testing for a new feature that responds to hot flashes, the waves of heat that cause discomfort and affect sleep, compromising overall wellbeing during menopause.
Menopause Mode integrates artificial intelligence, ThinQ connectivity technology, and smartwatches, pairing a smartwatch app with an LG air conditioning unit. The app monitors body temperature, heart rate, and blood oxygen level in real time, identifying hot flashes during the night and sending an immediate command to the LG Dual Inverter +AI to cool the room quickly and efficiently. After 10 minutes of cooling, the unit returns to the temperature originally set by the user.
“It’s not just an app that improves women’s well-being. Menopause Mode is taking the smart home to the next level. For the first time, it’ll react to the body’s vital signs,” stated Lilian Cavallini, head of creative technology at AlmapBBDO.
“Here at LG, we always seek to use artificial intelligence to offer benefits to our consumer, and this is the proof that technology can really make people’s lives better, starting with our partners in this initiative, Adriane Galisteu and Carol Loback. We’re reinforcing our commitment to applying affectionate intelligence, which is one of the pillars of our global positioning, along with our overarching purpose, Life’s Good,'” added Rodrigo Fiani, the vice president of IT, B2B, and AC Sales for LG in Brazil.
One-third of Brazilian women will experience extreme hot flashes. The Brazilian Institute of Geography and Statistics (IBGE) estimates that around 29 million women in Brazil are currently menopausal, approximately 7.9% of the country’s female population¹. A full third of them will experience moderate to severe hot flashes during menopause, significantly affecting their quality of life.
While it is an inevitable part of many women’s lives, menopause is still hardly a common topic of conversation. A recent study by hygiene and health company, Essity 2, of 2,000 Brazilian women, revealed that 7 in 10 interviewees (69%) agree that menopause is still a taboo – and that’s the case far beyond Brazil.
In addition to the film introducing the new technology, the project includes creative initiatives and digital content about menopause. Brazilian celebrities including Adriane Galisteu (@galisteuoficial) and Carol Loback (@carolinaloback) are sharing their experiences during menopause to help connect to an audience of women who are grappling with the same issues.
Credits
Client: LG Brasil
Client Team: Rodrigo Fiani, Sonah Lee, Raquel Jesus & Kelly Cristina
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCOs: Luiz Sanches & Pernil
Executive Creative Directors: Rafael Gil & Rodrigo Almeida
Creative Directors: Daniel Chagas Martins & Daniell Rezende
Creatives: Lilian Cavallini, Fabio Tedeschi & Francis Alan França
Head of Creative Technology: Lilian Cavallini
Tech Project Manager: Luan Henriques
Tech Project Intern: Renata Roberta
App Development: Denis Shirazi (20DASH)
Account Management: Renata Carvalho, Viviane Sgarbi, Mayara Cortez, Isabel Reis & Lais Oliveira
Planning: Beatriz Scheuer, Julia Albero, Gabriel Ridolfi & Yannka Santos
Media: Patrícia Gogliara, Adriana Roza, Lucas Gilardino, Raquel Andrade & João Eustáquio
Content Strategy: William Loiola & Deise Esteves
AV Production: Diego Villas Bôas, Charles Nobili & Amanda Arcaro
Production, Post Production & VFX: Compañia
Director: Jorge Teivellis
DoP: Rafael Trindade
Assistant Directors: Barbara Aranega
Executive Producers: Maria João Calheiros/Marquinhos Monteiro
Production Director: Giba Rodrigues
Editor: Serginho Diniz
Colour Grading: Eduardo “Dudu” Coelho
Motion Graphics: Akira Takiishi – Kikira
Audio Production, Sound Mix & Post: Ganso Music
Composers & Musical Direction: Cesar Brandão & Patricia Coelho
¹ https://saude.abril.com.br/coluna/com-a-palavra/29-milhoes-de-mulheres-estao-na-menopausa-precisamos-falar-mais-sobre-ela
² https://www.essity.com/company/breaking-barriers-to-well-being/events/world-menopause-day/menopause-study/
