LUX, one of Unilever’s beauty brands, is outspoken in its support for Olympic and World Championships gold medalist Caster Semenya in a new animated campaign called “Born this Way.”

Semenya has constantly faced judgments and discrimination since she came into the spotlight. Born with hyperandrogenism, Semenya has been subjected to cruel insults, humiliating sex tests, and outrageous smears to an outright ban. But she has always risen above it all and continues to fight her cause with dignity.

Semenya is banned by World Athletics from running at the upcoming Olympics because of her natural high testosterone. This is unfair–she was simply born this way. 

This message and her plight is brought to life dramatically in this animated film directed by Ralph Karam of production house Final Frontier and animation studio Le Cube for agency Wunderman Thompson Singapore. Le Cube’s Federico Radero served as animation director.

Moreover, LUX is literally going head to head with the World Athletics by creating a global petition to overturn the ban (more than 4,000 people have signed already)

LUX decided to donate its brand voice through paid advertising on social channels and other media in support of Semenya. Alongside that, the South African Parliament 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.”

Bas Korsten, global chief creative officer, Wunderman Thompson, said, “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.”

Credits

Client Unilever/LUX Agency Wunderman Thompson Singapore Marco Versolato, chief creative officer, Unilever/Wunderman Thompson; Ricardo Tronquini, Ai-Lin Tan, creative directors; Sixin Wu, art director; Gerri Hamill, head of integrated production; Sharmaine Ng, production coordinator; Hafiza Yussani, postproduction coordintor; Hidayah Asari, producer; Luis Calvo, Benjamin Low, online editors; Zakee Talib, production coordinator. Production/Animation Final Frontier (FF), Madrid (production house); Le Cube (LC), Madrid (animation studio) Ralph Karam, director; Chris Colman (FF), Fer Soma (LC), Gus Karam (FF/LC), JuanMa Freire (LC), Julieta Zajaczkowski (FF), Ryan Shanholtzer (FF), exec producers; Agustina Kröl, project manager; Veronica Miramontes, Gabriel Murgue, producers; Evelin Unfer, Constanza Oroza, Juan Barabani, Lucas Andreu, Matías Basla, Mariano Albano, Patricio Delpeche, Rodrigo Miguel “Numecaniq,” art development; Federico Radero, animation director; Cintia Czeszczewik, Bruno Brasil, Daniel Cuervo, Diego Cristófano, Emanuel Zampalo, Guadalupe Vyleta, Leandro Vargas, Leo Campasso, Jose Luis Rosado, Tamás Pázmány, Carlos Caraya (Catarata), Sixtine James, Louis Holmes, Victoria Pellet, Agathe Simoulin, Vincent Coudroy de Lille, animators; Laura Desmery, clean-up & color supervisor; Antonella Cuozzo, Augusto Cortegoso, Clara Riavec, Cynthia Perez Daubert, Jose Ignacio Ovando, Juan Pablo “Brujo” Barbieri, Juan Natch, Julieta Culaciati, Juliana Gorgati, Julieta Soloaga, Laura Desmery, Leandro Vargas, Melisa Pighin, Rocío Saavedra, Sofía Díaz, Sofía Fernandez Vallejo, Sofía Ruocco, tie down, clean-up & color; Fernando La Mattina, 3D animation artist; Adrián Mirandeborde, compositing artist.  (Toolbox: Photoshop, Illustrator, Animate, Toonboom, TV Paint, Cinema 4D, After Effects) Audio Production DaHouse Audio GmbH Lucas Mayer, Lucas Campello, composers; Giovanna Moraes, singer; Lucas Mayer, Wonder Bettin, Silvio Erne, music producers; Lucas Mayer, Rodrigo Deltoro & Niper Boaventura, mix & sound design; Cassiano Derenji,  Lari Miranda, audio exec producers.

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