Unilever brand, Lux, is going head to head with World Athletics, launching a petition to have South African Olympic gold medallist, Caster Semenya’s, ban revoked. Supporting her fight against the World Athletics board to be allowed to compete in the 800m race in the upcoming 2021 Olympics.
It’s brave. Very brave. The campaign by Wunderman Thompson for Lux is housed in a statement of support for all women. It’s also a popular stand, and its time is now.
Bas Korsten, Global Chief Creative Officer – Wunderman Thompson, commented, “Lux is an iconic brand with such a rich heritage. Marilyn Monroe and Liz Taylor were outspoken Lux ambassadors, just to name a few. Lux also has a strong purpose and is willing to stand behind its beliefs. Which means standing by all women. Caster Semenya is just one of those women. And we couldn’t be more proud to stand on the frontline with Lux because every woman has the right to express her femininity, and should never feel the need to self-edit.”
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.
Wunderman Thompson’s campaign, Born This Way, 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. Its hero video emotive video 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.
Severine Vauleon, Global Vice President – Lux at Unilever, stated, “I am passionate about brands’ ability to make a positive impact in people’s lives by leveraging their scale to drive positive change in the world. 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. 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 judgements of others and express their beauty fully and authentically. At Lux, we believe that beauty should be a source of strength rather than a source of judgement.”
Also fighting for Semenya’s right to compete is the South African Parliament, which 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 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.
“It makes me very happy to see brands like LUX who fearlessly stand on the side of what is right.” says Semenya. “My case is but one among many experiences that can be heard and felt by women all over the world. My team will continue to fight the good fight. Like I have always said this fight is not about me. It’s about the future. Those talented up and coming athletes who are going to face the same discrimination. I have to make sure that I can honestly say, I did my bit. We all need to continue doing what’s right in fighting for justice. And with the campaign my team has been working on, I am certain we will bring light to such issues beyond my case. I encourage everyone to unapologetically claim who they are and never waiver, no matter what society says. Thank you to my fellow South Africans who have stood by me through this journey. I will not cower.”
Supporters of Caster’s struggle 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 .
Credits
Agency: Wunderman Thompson Singapore
CCO WPP @ Unilever, Wunderman Thompson: Marco Versolato,
Creative Directors: Ricardo Tronquini & Ai-Lin Tan
Art Director: SIxin Wu
Business Lead – Global Lux: Hinoti Joshi,
Senior Account Directors: Len DeRosales & Fanny LeMasson
Senior 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
Producer: Hidayah Asari
Luis Calvo, Online Editor
Benjamin Low, Online Editor
Zakee Talib, Production Coordinator
Client: Unilever (Lux)
Global Brand Vice President: Severine Vauleon
Global Brand Director: Ankush Wadehra
Global Assistant Brand Managers: Vivien Ng & Angad Saxena
Production Company: Final Frontier
Animation Studio: Le Cube
Director: Ralph Karam
Executive Producers: Chris Colman (FF), Fer Soma (LC), Gus Karam (FF/LC), JuanMa Freire (LC), Julieta Zajaczkowski (FF), Ryan Shanholtzer (FF)
Project Manager: Agustina Kröl
Producers: Veronica Miramontes, Gabriel Murgue.
Audio Production: DaHouse Audio
Composer: Lucas Mayer & Lucas Campello
Music Producers: Lucas Mayer, Wonder Bettin & Silvio Erne
Mix & Sound Design: Lucas Mayer, Rodrigo Deltoro & Niper Boaventura
Audio Executive Producers: Cassiano Derenji & Lari Miranda
PR: Hardy Boys & Edelman, South African PR; Jessica Hartley & Elliot Stares, Global PR
Partners: SMC, Facebook Creative Shop
Media: PHD South Africa
