2024 CANNES LIONS WINNER
BRONZE | MEDIA

THE END

LUX

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

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

Notorious for glorifying toxic treatment of women and horrific romance tropes, that directly influenced shocking crimes.

We partnered with Bollywood streaming platform, MX Player, to make a bold statement; whenever she says ‘no’ the story needed to END.

Achieved by placing the end credits at those exact moments using the platform’s ad space.

Casestudy film for 'The End'

By targeting the 72.47% male audience with our messaging whilst they watched these problematic scenes, we 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