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

Strategy

Objective

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