Caster Semenya is a female South African Olympic and World Championship Gold medalist in track who has faced judgement and discrimination since she came into the spotlight as a dominant world-class athlete.
Born This Way
The #IStandForCaster campaign for Lux inspires a woman’s right to run free
Client
- Unilever
Office
- Singapore
Challenge
Inspiration
Lux believes that women should not be judged for how they look, and that no woman should ever be denied their sexuality. Through cruel insults and humiliating sex tests, to an outright ban, Caster Semenya has always risen above it all to fight for her cause with dignity.
Born with high testosterone levels, Caster challenged the European Court of Human Rights (ECHR) to convince World Athletics that being asked to take medication and hormone-suppressing drugs is not the most humane way of dealing with a woman who has a congenital condition some believe gives her an unfair advantage.
Idea
Our #IStandWithCaster campaign for Lux rallies the world to take a stand for this talented and remarkable Olympic Gold medalist and support her case against the ban – and inspires all women to proudly and unapologetically express their beauty and right to independence and fight back against prejudice and stigma.
Growth
The ‘Born This Way’ campaign has captured global attention and raised massive support for Caster’s right to compete in the 2021 Summer Olympics in Tokyo.
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Awards
2022 Spikes Asia
Film: Consumer Goods
Shortlist
2022 Spikes Asia
Film Craft: Animation
Shortlist
2022 ADFEST
Branded Entertainment: Use of Talent
Silver
2022 ADFEST
Branded Entertainment: Use of Sports & Esports
Bronze
2022 The One Show
Moving Image Craft: Animation - Single
Shortlist
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