Lux: Born this way

Lux, a Unilever brand, voiced its support for a censured South African athlete with a creative short film directed at the South African mobile audience.

Campaign details

Brand: Lux, UnileverLead Agency: PHD MEDIARegion: EMEA



Generate awareness of the campaign, and spotlight Caster Semenya's petition. Engagement, inviting supporters to join the conversation, sign petition and share their message online to support Caster Semenya.

Target Audience

All South African citizens to ensure broad reach and awareness of messaging.

Creative Strategy

The animated film dramatises Caster's story from an emotional angle – bringing it to a wider audience within South Africa, and the world stage. The film ends with a call for the audience to stand with Caster by signing a...

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