2024 CANNES LIONS WINNER
BRONZE | MEDIA

THE END

LUX

LUX, Is a beauty brand with purpose, standing up against everyday sexism.

In one of our most important markets, India, we took aim at the industry with more casual sexism than any; BOLLYWOOD.

Notorious for glorifying the toxic treatment of women and horrific romance tropes, which were directly influencing shocking crimes.

In partnership with the male dominated Bollywood streaming platform MX Player, we made a bold statement, that it needed to END.

Casestudy film for 'The End'

We placed the end credits of the movie exactly at the moment where the woman indicates no to deliver our message - her NO needs to be the end of the story.

By targeting the heavy 72.47% male audience with our messaging whilst they watched these scenes play out, we effectively impacted a moment they usually wouldn’t notice, creating provocative conversation.

My role spanned initial idea, through to final implementation.

Called out by Campaign Asia as a Cannes 2024 contender.

Recognised at Cannes Lion International Creativity Awards 2024: Bronze in Media